MASTER 
NEGATIVE 

NO.  95-82379- 11 


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Author: 


Bird,  Thomas  Alexander 


Title: 


Sales  plans 


Place: 


Chicago 


Date: 


[1906] 


COLUMBIA  UNIVERSITY  LIBRARIES 
PRESERVATION  DIVISION 

BIBLIOGRAPHIC  MICROFORM  TARGET 


9^-  8Z3-79-  // 

MASTER   NEGATIVE  « 


ORIGINAL  MATERIAL  AS  FILMED  -    EXISTING  BIBLIOGRAPHIC  RECORD 


262 

B532 


Bird,  Thomas  Alexander,  1871-        comp. 

Sales  plans ;  a  collection  of  three  hundred  and  thirty- 
three  successful  ways  of  getting  business,  including  a 
great  variety  of  practical  plans  that  have  been  used  by 
retail  merchants  to  advertise  and  sell  goods ;  comp.  and 
ed.  by  Thomas  A.  Bird.  Chicago,  The  Merchants  record 
company  [''1906] 


282  p.    illus.    23J 


cm 


J_^  Salesmen  and  salesmanship.    2.  Advertising.    3^^  Business.       i^Title. 

6—13429 


Library  of  Congress 
Copyright    A  138934 


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SALES  PLANS 


A  COLLECTION  OF  THREE  HUNDRED   AND   THIRTY-THREE 

SUCCESSFUL  WAYS  OF  GETTING  BUSINESS  INCLUDING 

A    GREAT    VARIETY    OF     PRACTICAL     PLANS 

THAT    HAVE    BEEN    USED    BY     RETAIL 


MERCHANTS     TO     ADVERTISE 


AND  SELL  GOODS 


COMPILED   AND   EDITED   BY 


THOMAS     A.     BIRD 


siHi  w  wmm 


PUBLISHERS 

THE  MERCHANTS  RECORD  COMPANY 

CHICAGO 


/  3  "  ;2.  ^  J  9  .^ 

Copyright,  1906.  by 
The  Merchants  Record  Company 


X 


Xxj^  ' 


3  ^^^ 

^532. 


NOTICE. 

In  preparing  this  book,  the  purpose  has  been  to  present  to 
the  merchant  and  advertising  man  a  large  and  varied  collection  of 
practical  ideas  for  getting  more  business.  The  plans  described 
represent  the  best  and  most  original  ideas  that  have  been  devel- 
oped during  the  last  two  or  three  years.  All  of  them  have  been 
used  successfully.  Most  of  them  are  described  and  commented 
upon  by  the  merchants  or  advertising  men  who  have  used  them. 

The  collection  is  as  complete  as  could  be  made  through  the 
comprehensive  reporting  service  of  the  Merchants'  Record  and 
Show  Window,  in  which  journal  all  of  these  plans  have  been 
published.  While  completeness  has  been  aimed  at,  in  view  of  the 
practical  purpose  of  this  book,  all  of  the  commonplace  sales  plans 
with  which  every  merchant  may  reasonably  be  supposed  to  be 
familiar  have  been  omitted.  On  the  other  hand,  nothing  has  been 
left  out  that  has  any  element  of  originality. 

No  matter  in  what  line  he  may  be  or  what  conditions  sur- 
round him,  any  merchant  will  find  many  ideas  in  this  book  that 
are  suited  to  his  particular  case.  Whether  he  conducts  a  depart- 
ment store  in  a  big  city  or  is  the  proprietor  of  a  small  shop  in  a 
village,  he  will  find  here  suggestions  that  can  be  converted  into 
cash. 

To  the  merchants  and  advertising  men  who  have  kindly  con- 
tributed the  material  and  information  that  has  gene  to  make  up 
this  book,  the  publishers  wish  to  express  their  sincere  obligations. 


Press  of 

MERCHANTS    RECORD 

AND    SHOW    WINDOW 

CHICAGO 


i  ' 


CONTENTS. 

Chapter.  Page. 

I.  Special  Sales 7 

-^  ^  II.  Selling  by  Mail 41 

III,  Expositions         61 

/TV.  Getting  Holiday  Business 74 

V.  Christmas  Schemes 81 

^^^VI.  Co-operative   Advertising 87  *^ 

Vll.  Store  Papers 98  •" 

VIII.  Souvenirs  and  Premiums 116 

IX.  Getting  Trade  through  Children  .     .     .     .     .      .136 

"^  X.  Money  Making  Ideas 148 

XL  Contests 207 

XII.  Needle  Work  Contests 238 

XIII.  Voting  Contests 243 

XIV.  Guessing  Contests 248 

XV.  Package  Sales 258 

]^XVI.  Sensational  Advertising     .     , 264 


CHAPTER  I. 
SPECIAL  SALES. 

In  this  chapter  are  included  a  variety  of  special  sales,  suit- 
able for  all  kinds  of  stores  and  all  seasons  of  the  year.  Each 
one  is  a  practical  plan  that  has  been  used  successfully  by  some 
store.  In  some  few  cases  these  sales  are  suitable  for  only  one 
line  of  business,  but  the  greater  majority  of  them  could,  with 
slight  alterations,  be  applied  to  any  kind  of  a  store.  In  pre- 
paring this  list  of  sales  it  has  been  the  intention  to  publish  only 
those  having  original  or  unusual  features,  as  the  merchant  is 
presumed  to  know  all  about  the  commonplace,  every-day  sales. 
These  sales  plans  represent  the  best  ideas  that  have  been  de- 
veloped in  the  past  two  or  three  years,  by  the  most  progressive 
merchants  and  the  cleverest  advertising  men  in  this  country. 


1.  A  Charity  Sale — The  accompanying  reproduction  is 
from  the  upper  half  of  a  full  page  newspaper  advertisement  an- 
nouncing the  second  "All-Spokane  Charity  Sale,"  held  by  the 
Crescent  Store,  Spokane,  Wash.  This  advertisement  can  be  read 
and  will  give  a  pretty  good  idea  as  to  the  general  plan  of  con- 
ducting the  sale  and  the  number  of  institutions  participating. 
In  brief,  the  plan  was  to  give  five  per  cent  of  the  total  sales  dur- 
ing one  week  to  the  various  charitable  institutions  which  partici- 
pated in  the  affair. 

Although  it  had  been  given  a  good  deal  of  free  newspaper 
publicity  during  the  week  preceding,  and  those  interested  in  the 
charitable  institutions  were  familiar  with  the  plan,  this  advertise- 
ment was  intended  to  explain  the  scheme  to  the  general  public.  It 
appeared  in  the  Spokesman-Review  on  the  Sunday  preceding  the 


8 


SALES  PLANS 


i 


sale.  It  will  be  noted  in  this  ad  that  each  charity  is  given  space  in 
which  its  claims  are  stated  as  strongly  yet  honestly  as  possible. 
On  Monday  morning  and  on  subsequent  days  less  space  was  given 
to  the  plan  in  general  and  more  to  the  particular  charity  that 
was  on  the  program  for  that  day.  An  appeal  was  made  for  the 
institution  that  was  to  be  benefited  and  a  list  was  published  of 
the  names  of  the  ladies  who  were  to  act  as  a  committee.  By  far 
the  greater  part  of  the  space,  however,  was  devoted  strictly  to 
business — to  goods  and  prices. 

Careful  preparation  was  made  for  this  sale  in  every  depart- 
ment. The  regular  sale  plan  of  the  month  was  rearranged  that 
several  of  the  best  events  might  come  during  this  week.  Aside 
from  the  charitable  features,  the  prices  were  made  attractive 
enough  to  appeal  to  the  economical  instincts  of  the  shopper.  The 
Crescent  has  held  this  sale  twice  with  increasing  interest  on  the 
part  of  the  participants  and  it  has  proved  so  successful  that  in 
the  future  it  will  be  made  an  annual  event.  It  is  held  during  the 
month  of  February  for  the  purpose  of  stimulating  additional  ac- 
tivity during  an  otherwise  quiet  period. 

The  success  of  such  a  sale  depends  almost  altogether  upon 
the  preparation  that  is  made  for  it  and  upon  the  merchant's 
ability  to  get  the  people  interested  and  every  one  of  them  must 
be  got  to  work  enthusiastically  and  harmoniously,  and  to  "boost" 
for  the  store  and  the  sale.  Members  of  the  firm  start  the  ball 
rolling  several  weeks  in  advance  by  personally  meeting  the 
leaders  of  the  institutions  chosen  by  them  as  being  the  ones  most 
likely  to  co-operate  successfuly  in  a  movement  of  this  sort.  Each 
institution  is  requested  to  select  a  committee  to  represent  them  on 
the  sale  day  set  aside  for  their  organization.  Some  of  the  insti- 
tutions were  represented  by  fully  fifty  ladies. 

The  sale  continued  for  one  week  and  nine  of  the  strongest 
and  most  worthy,  strictly  charitable  and  philanthropic  institutions 
were  represented.  Some  of  the  larger  ones  were  given  a  full  day, 
while  other  days  were  divided  between  two  smaller  organizations. 
Five  per  cent  of  the  day's  total  sales  was  given  to  the  organi- 
zation or  organizations  having  charge  on  that  day. 

The  committees,  for  the  most  part,  wore  badges  with  the 
name  of  their  organization  upon  them.    All  of  them  worked  with 


I 


10 


SALES  PLANS 


enthusiasm  to  help  swell  the  sales  on  their  particular  day.  They 
bought  goods  themselves  and  persuaded  their  friends  to  buy. 
The  newspapers  gave  considerable  free  space  in  their  news 
columns  during  the  week  previous  to  the  sale  and  while  it  was 
in  progress  they  gave  liberal  write-ups  each  day.  In  addition  to 
this  the  interested  ladies  talked  about  it,  so  there  was  no  lack  of 
advertising.  Nearly  five  hundred  ladies  served  on  committees, 
being  present  at  the  store  during  the  sale  and  taking  active  part 
in  directing  customers  about  the  store,  telling  them  of  the  spe- 
cial things  on  sale,  etc. ;  in  fact,  doing  everything  in  their  power 
to  increase  the  volume  of  business  for  mutual  benefit. 

2.  A  See-Saw  Sale — The  Busy  Boston  Store,  of  Marion, 
Ind.,  has  an  annual  event  which  is  called  a  "See-Saw  Sale." 
While  most  stores  are  dragging  through  the  dull,  hot  weeks  of 
July  and  August,  the  Boston  Store  is  going  after  business,  and 
getting  it,  too.  This  firm  makes  it  a  policy  to  have  something 
doing  all  the  time.  The  accompanying  reproduction  is  reduced 
from  one  side  of  a  circular  used  to  advertise  the  sale.  The  orig- 
inal was  11X22  inches,  printed  on  both  sides  of  the  sheet.  The 
other  side  of  the  sheet  advertised  a  Jardiniere  Sale  which  lasted 
five  days.  The  manner  in  which  the  Jardiniere  Sale  was  con- 
ducted will  be  readily  understood  from  the  second  reproduction, 
which  is  in  large  enough  type  to  be  read  easily.  The  type  re- 
lating to  the  See-Saw  Sale,  however,  is  so  small  in  the  repro- 
duction that  it  cannot  be  read  without  difficulty.  We  shall  there- 
fore quote  from  the  explanatory  introduction  as  follows : 

"This  is  the  second  sale  of  its  character  ever  given  in  Ma- 
rion. If  you  want  bigger,  better  and  more  bargains  than  you  have 
ever  had  offered  to  you  in  a  single  day  attend  the  See-Saw  Sale 
which  begins  at  8  A.  M.  Saturday,  Aug.  I2,  and  continues  till 
6  in  the  evening.  During  the  first  hour  the  first  ten  items  Hsted 
in  this  circular  will  be  placed  on  sale  at  a  very  small  fraction  of 
their  regular  price.  At  g  o'clock  and  each  succeeding  hour  the 
price  will  be  slightly  increased.  The  seventeen  other  items  com- 
prising the  list  will  be  started  at  their  real  worth  (or  less)  and 
will  drop  each  hour,  including  the  last  hour  of  the  sale.  For 
instance,  when  5  o'clock  comes,  Ladies'  $6.50  waists,  which  were 


SPECIAL  SALES 


11 


2nd  Annual  8ee-8aiv  8ale 

SATURDAY,  AUGUST  12th 

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be  snapped  up  perhaps  in  the  first jew  hours.  On  this  same  day  our  big  sale  of  JARDINIERES 
begins.    See  particulars  of  Jardiniere  Sale  on  other  side. 

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•■Caa  OOOOS-PM  ^aaWr  Sdk  Cnaa<i.a.  «»lk  $i  .$  r*- 

75c 

69c 

SSc 

SSc 

SSc 

SOc 

47Vkc 

4Sc 

42Vkc 

39c 

tiso 

145 

140 

.135 

130 

125 
9c 

120 

1  IS 

IM 

lOS 

Me 
SSc 

13c 

12c 

lie 

lOc 

Sc 

7c 

6c 

Sc 

taCC  SLSVCS    WaMaaWackai  okac Silkali-la  Laea Gtovaa. 
■anb  jnr            ...... 

S< 

Sc 

30c 

I7c 

>4c 

l»c 

14c 

9c. 

.    7c 

— ral  aaeaa     Ma«li,  Claika  aa4   Haaaiik  lnriUsfa.  wank 
i.joH 

75c 

.nuc. 

TOt 

SSc 

sac 

SSc 

SOc 

«. 

40c 

3k 

lOc 

9c      1    gc 

7c 

Sc 

5c 

4c      1    3c 

2c 

Ic 

Tkaaartiarraacuaalka^idarraaftbafaB.      ^7J7^                    ^ 
tka  laiV"-  -ar  Ika  Mnar  la.   ba„4...     ^     •„  .  ,  J^ 
k«ltala.actka<allka.   taTla*  al  aaek  pKcaa     ^IjJT  tMliMMtl 
<a«ma|a«Kr«<  Mtaraal  a  diaeawl.     4!^  ■••"'I" 

>          1               ^ 

lag      Wc  ara  civiag    yvt  aafir  aatica  of   tk« 

lu  la  iaiarlan  wilk  yaar  eaMia(  ea  Itac  CaaM 
la  Ibc  Boratai  if  raa  caa.  laMf  tf  jraa  aai*.  kaa 

VT  au  Ma  lata  AI  aKk  pncaa  UlUa  ««  ka  Ml 
lor  Ika  laa  haar 

iS.Vi6HIN6IONST.( 

ailOM.     INO. 

art  PAT  vom  bound  tsiP  raac  •■  &«•«■  «  tpmsm  bm^  ■  ywi 

ymtr  MrchMM  •■»««  M  SI84W  ar  aMf*. 

•  •!  Mart— — al 

12 


SALES  PLANS 


SPECIAL  SALES 


13 


l|i 


started  in  the  morning  at  $6.00  will  be  sold  at  $1.50.  Large  Huck 
Towels,  which  were  started  in  the  morning  at  icx,  at  5  o'clock 
will  be  offered  at  ic.  Provided,  of  course,  any  are  remaining  at 
that  late  hour.  We  have  no  way  of  knowing  just  how  soon  these 
lots  will  be  closed  out.  Some  may  be  gone  by  nine  in  the  morn- 
ing, others  may  hang  on  until  the  price  gets  so  low  that  it  fairly 
forces  the  sale.  There  is  one  thing  certain;  you  can't  lose,  no 
matter  at  what  time  you  buy.  There  will  be  no  reserve  on  any- 
thing offered.  Make  sure  of  getting  the  cream  of  the  offerings 
by  coming  early  and  staying  late." 

There  were  twenty-seven  articles  covering  a  great  variety 
of  lines  advertised  and  everything  was  seasonable  and  desirable, 
while  the  prices  were  really  remarkable.  Even  those  things 
marked  for  the  descending  scale  were  priced  very  reasonably  for 
the  opening  hour,  although  they  were  slated  for  a  sharp  re- 
duction every  subsequent  hour. 

These  circulars  were  distributed  in  great  numbers  in  Ma- 
rion and  throughout  the  surrounding  country,  including  many 
small  towns.  They  were  sent  out  a  long  time  in  advance  of  the 
sale  in  order  to  let  the  idea  "soak  in"  and  to  give  people  a  chance 
to  talk  the  sale  over.  In  addition  to  the  circular,  the  newspapers 
were  used  liberally. 

The  arrangement  of  the  ascending  and  descending  prices 
worked  admiraby.  It  worked  both  ways.  People  came  early  to 
take  advantage  of  the  low  prices  that  were  going  higher — they 
stayed  late  to  wait  for  other  prices  to  come  down.  About  the 
whole  affair  there  was  a  speculative  element  that  was  altogether 
novel.  Shoppers  had  to  consider  two  things — price  and  supply. 
While  the  price  was  going  down  the  supply  was  diminishing  and 
there  were  chances  for  fine  speculation  as  to  whether  to  buy  at 
one  time  at  a  little  higher  price  or  to  wait  until  the  gong  an- 
nounced another  reduction  and  run  the  chance  of  not  getting  the 
article  at  all.  This  was  the  second  See-Saw  Sale  held  by  the 
Boston  Store  and  it  has  proved  such  a  success  that  it  will  be  con- 
tinued as  an  annual  event  to  liven  things  up  in  August. 

Mr.  E.  Rothschild,  advertising  manager  for  the  Boston 
Store,  has  the  following  to  say  of  the  See-Saw  Sale :  "The  ob- 
ject of  the  sale  is  to  have  people  coming  early  in  the  morning  and 


418  ■'^ZA  S.WASHIN6I0NST.(&5K5T. 
MHRION.   IND. 

Two  solid  f-arioado  ol  tine  large  Jairdlni«»rii«T  Pedeatalo  oiid  Umbrella  Hold- 


ph|i^|^Tj^;^J«lL'LgIL!gJ■§-igc'»**  '"  diameter,  are  ha^ndgomely  decorated 
in  hjflh  n>ljfrti^j;;!jL!?f'!*-''  f'"**"* '"  "o"^'  •"'*  conventional  deaigno  and  re- 
liel  effect*,  worth_$1^0,  S2.SO,  S3.SO,  SS.OO  and  Sg.OOt  on^i^AO^X* 
wHh  a  price  reduction  each  day.  The  entire  purchaae  will  be_put  on  aale 
SSTURDXY,  JllJGIJST  12th.  The^lce  will  be  69c  for  choice.  Eachdajr 
they  wjlLhr"r^-L'-^^l'^*j'l«-_  <>«  coune  the  aelection  will  be  leoo  eachdajr 
gnj^^,j^f^y^jgr^elling.and  the  hlghe«t_quaUtiea  will  goHrotjMjtjroM 
cannot  make  a  mlrtake_anxiJgO-»  «J»?  cheapeat  In  the  lot  lo  worth  SI.SO. 


Sat.,  Aug. 
Mon.      " 
TueSo    " 
Wed.,     « 

Thurs.,     •• 


12th 
14th 
15th 
16th 

17th 


CHOICE  69g 
59g 

49g 
39g 


ANY   THAT 
REMAIN 

ANY   THAT 
REMAIN 

ANY   THAT 
REMAIN 


ANY  THAT  OOo 
REMAIN      ^C^O 

THEY  WILL  ALL   BE   DISPLAYED  IN  OUR  SHOW  WINDOWS 


Read  about    the  See-Saw  Sale  on  <»ther  side  "^'^rueVLAcc 

SATURDAY.  AUG.  12th 


We  Day  Round  Trip  Fare  on  Steam  or  Traction  road*  if  you 
'purchase  $15.00  or  more  and  live  wHhin  30  milea  of  Marlon. 


mrr*"  rAPUco. 


I 


14 


SALES  PLANS 


at  all  hours  of  the  day.  At  the  different  hours  the  prices  on  the 
different  items  change  so  that  during  the  entire  day  every  hour 
presents  some  particularly  low  price  bargains,  and  we  made  it  a 
point  to  have  all  the  goods  that  were  advertised  and  special  at- 
tractive features  at  any  time  of  the  day.  However,  the  hour 
idea  is  to  graduate  prices  so  as  to  divert  attention  from  certain 
sections  to  certain  others  and  keep  the  entire  store  busy  all  the 
time.  This  is  the  second  sale  of  this  kind  we  have  given  and 
this  year  it  was  more  successful  than  last  year.  We  had  special 
price  cards  made,  which  were  hung  over  all  these  articles,  and  we 
made  a  sort  of  pad  of  ten  price  cards.  For  instance,  if  an  item 
starts  at  i  cent  and  goes  up  i  cent  an  hour  we  have  the  first  card 
showing,  which  says  from  8  to  9  o'clock  i  cent,  then  at  the  stroke 
of  the  gong  the  8  to  9  o'clock  ticket  is  torn  off  and  below  it  ap- 
pears the  ticket  with  the  9  to  10  o'clock  and  2  cents,  and  so  on; 
every  hour  the  ticket  is  torn  off  which  shows  the  price  ticket  be- 
neath for  the  hour  beginning  when  the  gong  strikes.  We  had  our 
tickets  made  of  quarter  sheet  railroad  board  with  the  same  cut 
of  the  store  which  we  had  at  the  top  of  the  bill.  It  is  very  es- 
sential in  this  sale  to  be  very  strict  and  close  the  sales  right  on  the 
minute.  We  therefore  delegate  one  person  in  each  department  to 
tear  off  the  top  ticket  immediately  at  the  stroke  of  the  gong,  which 
is  rung  precisely  on  the  hour.  This  sale  is  a  great  one-day-attrac- 
tion, or,  as  we  used  it  last  year,  for  the  first  day  of  a  big  ten-day 
sale.  It  is  something  much  out  of  the  ordinary  and  people  in  Ma- 
rion have  crowded  our  store  both  last  year  and  this,  the  entire 
day  of  the  See-Saw  Sale." 

3.  A  One  Price  Sale — G.  J.  Keddie  &  Sons,  Southend,  Eng- 
land, held  a  successful  sale,  which  they  called  "Shilling  Days." 
The  accompanying  circular  will  explain  the  scheme.  The  firm 
has  three  adjoining  rooms  and  the  middle  of  these  was  used  for 
the  shilling  sale.  This  room  was  filled  with  goods  to  sell  at  one 
shilling  and  all  other  stock  was  removed.  Mr.  A.  Maitland  Ked- 
die, a  member  of  the  firm,  describes  the  sale  as  follows: 

"At  the  end  of  our  summer  sale  we  found  that  a  great  many 
odd  lots  had  accumulated,  and  these,  as  well  as  all  of  our  regu- 
lar goods  that  came  anywhere  near  costing  one  shilling,  more  or 


SPECIAL  SALES 


THVRB  WILL  BB  A 


15 


m 


AT 


G.  J.  Keddie  &  Sons, 


On  THURSDAY  A  FRIDAY  NEXT,  Sept.  8  a  9, 

Wbra  lb«i  art  concludlnf  Ui»lr  Summw  CI«tr»i»ce$  by  ofhrtog  30,000  Articles 
ft]|  at  1./-  aach.  ThasaCooda  win  ba  dUplayad  and  on  Sala  In  their  MIDDLE  SHOP 
OHU  (Ho.  144).  aad  la  tba  two  larfo  wladcwi  of  ihalr  shop,  and  on  tha  Countara; 


OB  tba  lines.  In  baskets,  etc 


E«»— r.t^  b.1—  -m  b.  f—a  a  few  of  tt.^ood.  th.t  win  b.  offerod  at  ONE  SHILLING. 
*"  Kv.py  »lngle  Article  «  dUtlnct  bTr»"»- 


A  Whole  Heip  of  Ladies'  Calico.  Flannelette 

and  Longclolh  Knickers.  i/6l  to  i/i  U  all  at  1/- 
Sevtril  doieu  Udies- Calico  Nljhidresses. 

wortb  i/it  allat  1/< 
2S0  La^irs*  Calico.  loDgcloth  and  „    .  ., 

Flannelette  Chemises,  worth  i/i  i|.  all  at  1,- 
12  doi  only.  L»aie»'  Woven  Combinations. 

worth  i/tiiall  ati/> 

Setvral  Ladies' JaekaU  ■■-    ~   aUat  1 

The  Whole  of  our  remaiaiog 
Stock  of  Blousaa. 
freai  i/u  to  4/11 

all  at  I/- 
7  doien  Umbrellas, 

worth  from  i/ii4  to  J/li  all  a!  1/' 
Quantities  of  Ladies'  &  Childien's 
Tams,  •■  all  colors,  worth  from 

i/jl  10  1/11}  all  at  1/- 

Tbe  remaining  stock  of -our 

Summer  Millinery. 

usual   price    I'll    to   lO/it. 
•^  all  at  1/- 

A  few  L.adies'  Dnderskins. 
•-ertb   from    i/ii    to   j/t*. 

all  at  1/- 
Scveral  d  -len  Urge  Swe  Blankets. 
in     Single     BUmtetv    wot. 

pairs)  all  ai  1;- 
A  Pile  of  Tea  Cosies  and  Cushions. 

«oilb  from   i/t  to  i/ll  all  at  !/• 
A  Great  Stack  of  Blouse  Lengihs  of 
Flannels.     Silks.      Satins. 
Delaines  and  Muslins,  the 

full  Blouse  Lengths  all  at  M-. 


350  Lace  Collars.  wo«h  (nm  i/6i  10  j/nj  each. 

all  at  V' 
0  dot  only  of  Ladies'  Black  Silk  Swiss  Beits, 

usual  price  i/ii}  all  at  1/> 
A  Pile  of  Maids   ApronS.  soiled  tlitongli  shemmg 

•  in  wiodous.  worth  1/6  to  2/11.  all  at  1/> 

Several  Children's  Dresses        ~  all  at  1/- 

40  doi  Kid  and  Su*de  Cloves,  in  various  sliailcs.  • 

worth  from  i/6|  to  i/n {.  all  at  1/« 
52  doz   Ladies'  Black  Cashmera 
Hose.    PUiu.    Ilroad    or    h'lne 
Kibbcd     worth  i/ji   tu   1/9} 

pfrpair  allatl'- 

20  iot  Genuine  Llama  Hose. 

in  .ill  sires,  worth  i  /6) .  all  at  1/> 

25  do/  Ladies' all  Wool  Cash- 
mere Hose,  done  up  in  t»t- 
pairs  _        all  aj  1/- 

A  huge  onantily  of  L'd^vV 
Vests. /''one  up  in  p-nrs. 
ibices /.iiid  fonts,  all  at  1'» 
Another  huge  qnantuv  t«f 
Ladies  I  asl  Hlick  CottOM 
Stockings,  worth  6|d  pair, 
done  up  in  three  pairs. 

all  at  1«- 

Several  dos    Duchesso  Covers,  z:i:-  . 
board  Cloths.  S  o'clock  Teadoths.  in  Swiss 
aad  Ui'ien.  worth  from  i,'6j  tu  J/ii|    all  at  l;* 
Lntire  Clearance  of  Sunshades. 

worth  from  ./ill  to  *'ii,  all  at  1/» 
Heaps  and  Heaps  of  Remnants.  Single  RcBinants. 
and  two,  three  and  (uur  Remnants  done  up 
together  _  .-        -.  all  at  V' 


IMPORTaNT  HOTICC—Thew  Good.  .r.  o«  «ual  .,11  Inown  Mock  R*l»e.4.    Wc  .hall  loae  mo«.T  tf  iS,  i«««cm».  b««c 
,Mr*K4  to  do  ihM,  as  wc  .hall  c"»  Hunired.  o(  N«-  Cu».om,r^  t««dn  iho~«ehlT  .*P«ri"t  our  (.«««  for  our  N.w  Autumi.  Swct. 
-    See  the  two  wlndowa  In  tbe  Hlddre  Shop  the  WEDNESDAY  before  the  Sale  ^^gm 
^^^    The   Barrelna  will   aatonleh  you.      Bverythlnff  ec.  I/-      Mo  hlEher   Prte*-     ^ " 


G-.  J.  :iKeaLdte  ^^  Soxms< 


SHILLING  DAYS  on  THURSD&Y  &  FRIDAY  NEXT, 

OOOlia  OPEN  AT  MINE  O-CLOCK. 

142, 144  &  146,  EI6I  ST&EET,  SODTHEND. 

less,  were  offered  for  sale  at  one  shilling.  To  these  we  added  a 
number  of  articles  that  cost  considerably  more  than  a  shilling, 
such  as  old  fashioned  jackets,  remains  of  summer  millinery,  etc. 
These  goods  were  made  a  feature  of  in  the  circulars. 

"We  advertised  this  sale  to  take  place  for  two  days  only, 
and  when  the  time  for  opening  arrived,  the  outside  of  the  shop 


16 


SALES  PLANS 


was  packed  with  people,  and  so  it  was  throughout  the  whole  day. 
We  had  four  of  our  men  at  the  door  when  we  opened  it — two 
to  each  side — and  let  in  as  many  people  as  we  could  serve,  after 
which  the  doors  were  closed.  This  was  continued  during  the 
day.  When  customers  had  been  served  they  passed  out  another 
door,  through  which  no  one  was  allowed  to  enter.  Although  it 
rained  all  day,  this  seemed  to  make  no  difference  to  the  waiting 
crowds  outside.  We  pulled  our  sunblinds  down  and  this  served 
as  a  shelter  for  many. 

"If  it  had  been  a  fine  day,  I  do  not  know  what  it  would 
have  been,  but  even  with  the  adverse  weather  it  was  a  record 
breaking  sale  and  a  good  advertisement  for  us.  Although  the 
sale  was  advertised  to  last  two  days,  the  stock  was  pretty  well 
cleaned  out  the  first  day  and  there  was  practically  nothing  left 
for  the  second.  From  the  circular  it  may  be  seen  that  large 
quantities  of  goods  were  listed,  and  in  no  case  were  the  amounts 
mentioned  in  the  circular  exaggerated. 

*'The  two  windows  of  the  middle  shop  where  the  sale  took 
place  were  filled  with  shilling  goods,  but  the  windows  had  to  be 
closed  in  about  half  an  hour  after  the  sale  had  begun.  In  a  sale 
of  this  kind  customers  can  be  served  very  quickly,  as  there  is  no 
cuttipg  off  or  measuring  goods  by  the  yard.  All  the  assistants 
have  to  do  is  to  tie  up  the  articles.  As  for  the  profit  in  this  kind 
of  sale,  we  made  very  little.  It  was  not  our  intention  to  make 
money  so  much  as  it  was  to  advertise  the  shop  and  to  close  out 
broken  lines  and  odds  and  ends  of  left-over  goods.  These  we 
would  have  been  very  glad  to  get  rid  of  even  at  a  lesser  price 
than  we  realized.  In  my  opinion  it  was  the  'even  money'  price 
that  made  the  sale  such  a  success.  If  we  had  made  the  price  a 
half  penny  more  or  less  it  would  not  have  drawn  so  well." 

-4^  4.  Anniversary  Sales — The  anniversary  sale  is  a  regular 
event  with  a  good  many  stores  and  with  some  of  them  it  is  the 
most  important  event  of  the  year.  In  the  Anniversary  Sale  the 
merchant  usually  goes  a  little  further  in  offering  inducements  to 
buyers  than  in  any  of  his  other  sales  and  it  is  right  that  he  should 
as  this  sale  is  supposedly  a  celebration  of  the  store's  birthday, 
beins:  a  fixed  advertisement  for  similar  sales  that  are  to  follow. 


SPECIAL  SALES 


ThirtY'Second 


Anniversary  Sale 


Novemfttr  ir  i»7i.  the  first  s»Ie  mide  in  "BUck's  Busy  Strjre"  in  Ccd»r  Sprines  wis  naSe  in  a  little  stole  losl  north  tf 
our  (>rescnt  brick  buildine.  havine  just  about  314  square  fed  if  floor  space.  Our  (ncnds  who  were  then  m  business  smikd  oat 
loud"  at  the  "one-horse  grocery"  ol  Black's,  but  thmcs  run  alone  Prctty  smoothly  and  we  bctan  to  erow.  Honesty  and  faimeu 
in  every  sale  was  the  idea  wc  had  Nov.  17. 1871.  and  that  idea  it.  just  as  strong  in  1903  as  ever  it  was.  Stores  have  come  and 
stores  have  gone  until  to^lay  this  is  the  only  store  In  Cedar  Sprines  that  was  sellinj  eoods  here  in  1871-  From  a  small  shop  01 
X2A  square  »eet  of  floor  space  we  now  have  spread  out  until  we  occupy  over  sijt  thousand,  seven  hundred  square  feet  ol  space, 
stacked  full  to  the  ceiline  with  new  desirable  eoods.  Some  ol  our  customers  to-day  have  been  trading  with  us  almost  Irom  our 
first  day,  and  we  siqccrely  thank  these  and  the  thousands  of  others  who  have  lielped  us  make  this  store  what  we  always  wished 
it  to  be— the 

Bi^^est,  Best  and  Busiest  Store 

to  eedar  SpHot*. 

Now  we  feelrretty  rood  this  fall  J^  J  instead  of  askine<or  birthday  presents,  we  feeJ  just  like  givine  presents  to  "»  .«"»" 
tomers  so  commencing  Saturday.  Nov.  14,  and  ending  Nov.  zi.  we  arc  going  to  give  the  biggest  sale  of  the  year  and  in  addition 
are  goiog  JU)  present  some  ol  you  with  some  very  valuable  gilts,  the  value  ol  which  will  depend  upon  yourself. 

Evwy  eastomer  VTIU  Receive  -a  Present  Prom  Utt 

Anyooe'buying  one  dollar's  worth  of  goods  or  over,  belv/een  Saturday  morning.  Nov.  14  and  Saturday  night.  Now.  ».  wffl  fe- 

ceive  a  valuable  gilt  free. 


WHAT  WE  DO. 

Here  are  a  few  of  our  bargains  (or 
this  big  Annive-sary  sale. 

He  Cams  dm  for 4c 

Men's  fl»«  Sued  tndtcvcar J25c 

ley's fleca Sued SBirtsiaa  FaaU....  25< 

ikOmliif  HmKls, fer yar< 10c 

Me  Ommr  FlamKb,  per  yar4 8c 

tcOiitiii(n<iiadt.r«  yard...... ...    6c 

i'/.  Ml.  Gwit  Fealkcr  nhm.  fair.  $2.2£ 

Mn's  tcitr  «M«  Caps Jicto  1.26 

"(taread-  Caats.  tml  siiu 63c 

Eitn  kcKT  MM't  WmI  S« £& 

Ltfiti'  ntn  *an  iMcd  fleece  Vests 

•■UPanU 2&C 

Men's  $4.00  Swelters  tor 3J25 

MtiiijiooSwaienfar 2.0O 

Hn't  «ool  IMerwar Tk  la  08c 

Sptdal  Eiderdovn'ilaesal.  .Mcaad  76crd 
tol  UanlLClt,  extra  Ur(t  lile  19  la. .  \.iS 
Turlbli  htt  Twett,  eack . .  lOc.  He  aail  25c 
Good  Ttrcad.  ipMl Sc 


Coraete. 

II  il  tkc  poHar  olM. 
ika^  nt  prices. 


Cat  Meet  oa  Mi  eC  Ra'i 
aad  leys' 

STTITS. 
OVERCOATS. 
PANTS  and 
SHIRTS,  ETC. 


WHAT  YOU  DO. 

Any  time  during  this  sale  buy  $1.00  worth 
or  o\er  of  goods  fro«»  any  part  of  the  store  and 
wc  will  give  you  a  present  that  can  not  be 
boucht  (or  less  than  from  loc  to  ioc  at  any 
store,  or  if  you  wish  your  purchase  to  apply  on 
a  higher  prize,  we  will  give  you  a  sale  check  for 
amount  purchased  and  when  your  purchases 
during  the  week  amount  to  $5.00  worth  ol  goods 
wc  will  give  you  a  Bed  Blanket  worth  60c. 

OR  A 

$10.00  parckue  ttis  17  lbs  CramiUtcd  Supr  for  17c 
16.00       "       "    IdoifhK  Until  Nipiiioswonlil.SO 
20.00       ■■       "    I  pah-  of  ladies  or  Mai's  SHocs. 
25-00       "       "    I  larrt  »«<l  «ocker.  nortli  i  K 
30.00        ■■        "    iron  Oak  Center  Til*  »crtlilS» 
35.00       "       '    lOiV  Hockinf  emir,  »ortlil.7$ 
40.00       ■       "    lOik  »0£kinf  Chiir.ooflli  4J5 
45.00       "       '    I  a«'  Tea  Set.  (,$  pieces) 
60.00       "       "    Uliclien  abioet,   "ona   S50 
65.00       "       "    tioMoik[lino{CliairsitoniiM 
60.00       "       -    »  Oik  Vmmz  Cta  s  »or«i  7.2J 
6^.00       "       "    I  apkolslcfedleillttr  Kit  locker 
70.00       *        "    I  fine  Vetour  Coack 
80.00       ■■       *    HI700  Suit  of  Ckitkes 
90.00       "       "    I  ekf  ml  quarter  stved  Oak  E«- 

leision  TiMe. 

100.00     *       *    I  tH.M  A(l)«uMe  Nna 

126.00     *      *   I  New  loyal  $11  SeiM«  Madte 

160.00     *      "    I  beanifiiikealflissiailiCaic 

■Id  Wrttkit  Desk  cmMkC  •«•  XRm 

lUvMilMPrtnida.'ibw.tabaTlt.llt.  M.  1.7.  .«  teM  t 
.««M  m.k  In  vbM.  Ui  .M  JW  V L    PiMM  UU   fM*    Mig. 


Thcsa  prcMnts  &re  now  on  axKlliltlon 
at  our  stor*.  Com*  a.nd  «••  the  gra&taat 
praRtlwma  ever  offered. 

Kiittor  M.  Ccci  I.IIM  l»»«  M  OmIl 


WHAT  W£  DO. 

t4.N  ltd  S4M  WtHe 

(rile  Wiiitt  for  $3.50 
UIFiacyWaUi  tor  3.00 
t.M  Sa  WiisU  for  6.00 
;.M  Sk  «wtt  for  6.00 
IM  Drcu  SUrts  for  7.00 
AaiceBaeif  fiyfsk 

Siiimit 6.00 

S4i*dilKi<y  Sidiiaf 

in  narty  al  colacs 

per  yard 60c 

flew  RamKkttts,  per 

yard tScaad  10c 

Nice  Totckoa  lace  12  yard  MU  ..  10c  Ml 
li(  lot  He  Dceu  Coodt.  sik  prke. .  .16c  yd 

Millinery. 

CMct  of  Mc  a«d  7Sc  Illy  liinrti  Wr  SOc 

New  tes  If  CMdrea's  Tim  aid  Caps. 

SpecW  v«l«ei  lat  for £.00 

ki  Mick  and  coiorv 
New  iac  of  Street  Skapes  and  Dress  lit. 
QelfGkxcs 7Sc,  S»c,JicaM2&c 

SAoes. 

Dbu Stacsfarlidte 8.00 

■cle      -    •     -    „ 2.60 

AWoa    -    -     - 8.00 

CrK  Md  Aifnt  Skocs  fir  ladhi. 

1.60aiMlje5 
SHddSlMsfdrmrsiadlMi. 

80c,  1.00  likd  ije& 

Mca-s  Sloes L25  to  4.00  pair 

Ma't  katbtf  hod  Skocs  SUO  worn  tUt, 

Jackets. 

Aaewiacatttttai 
Jnckcu  f  or  woaea  I 
Now  It  yiar  Cac  to  kay  dMpi 


We  klvent  told  voa  of  one-half  tht  gwJ  things  you  wUI  find  at  this  sale  to  cat  and  wear.   Start  in  Saturday  and  coaie 

every  day.    It  will  pay  yoo. 

Don't  Miss  this  Big  ChoLnce. 

ErajT  iii«se&t  is  worth  Just  what  we  say  aboTo  and  do&t  coat  70a  ft  omt. 
Watoh  otir  advertiseinMits. 


Bale  ttarta 

.Baturday  mornias 

Not.  14. 

Near  School  Home. 


Black's  Busy  Store. 


Sale  ctops 

Saturday  night. 

Not.  SL 


The  store  that  gives  yon  the  moct  change  back. 


17 


If  these  sales  are  of  real  importance — if  genuine  bargains  are 
given,  people  will  remember  them  from  year  to  year;  they  will 
grow  to  look  forward  to  them  as  money  saving  events  that  must 
not  be  missed  and  they  will  spend  their  money  much  more  freely 


11 


18 


SALES  PLANS 


because  with  a  greater  confidence  than  they  would  at  a  sale  they 
knew  less  about. 

Black's  Busy  Store  at  Cedar  Springs,  Mich,  has  made  a 
strong  feature  of  their  anniversary  sale  for  a  number  of  years 
and  their  methods  should  be  of  interest  to  other  merchants  who 
conduct  similar  sales.  The  accompanying  reproduction  is  from 
one  of  a  series  of  advertisements  used  for  one  of  their  recent 
Anniversary  Sales.  The  original  of  this  ad  was' 11x21  inches. 
It  will  show  the  premiums  offered  to  purchasers  and  will  also 
give  a  good  idea  of  the  price  reductions  in  force  during  the  sale. 
Mr.  Black  writes  of  this  sale  as  follows : 

"Although  this  is  a  place  of  only  about  1200  population, 
there  is  a  large  country  trade  here  which  we  believe  in  going 
after  for  all  it  is  worth.  In  other  years  our  regular  Anniversary 
Sale  has  proved  the  greatest  of  any  we  hold  during  the  year, 
but  our  last  one  far  surpassed  our  expectations.  Our  advertise- 
ments which  were  similar  to  the  accompanying  one  certainly 
pulled  like  a  dentist  on  a  sound  tooth  and,  if  the  inducements  we 
offered  can  be  made  by  you  of  use  to  other  merchants,  we  will  be 
pleased. 

"In  regard  to  the  premiums  offered,  I  would  say  that  while 
at  the  first  glance  they  seem  a  rather  high  percentage,  we  figure 
that  they  cost  us  just  about  four  per  cent  for  the  extra  business 
gained.  As  this  was  more  than  double  what  we  usually  do  at  this 
season  of  the  year,  we  feel  that  it  was  money  well  spent,  especial- 
ly as  the  business  has  maintained  its  regular  average  since  the 
sale. 

"The  premiums  given  on  purchases  of  from  $1  to  $5  were 
glass  and  'opalescent'  dishes,  costing  us  79c  per  dozen.  We 
were  fortunate  in  having  premiums  of  all  kinds  enough  to  last 
to  the  end  of  the  sale,  except  in  blankets.  These  ran  out  about 
four  hours  before  closing  time ;  but,  as  we  took  the  names  of  cus- 
tomers and  have  since  sent  blankets  to  those  who  could  not  get 
them  on  Saturday  night,  we  have  heard  nothing  but  satisfaction 
expressed  as  to  the  manner  in  which  the  sale  was  conducted. 

5.  A  Hardware  Opening— Hardware  stores  do  not  often 
have  "openings,"  although  there  is  no  very  good  reason  why 


SPECIAL  SALES 


19 


wmmUmmm 


THE  BIG  IMPLEMENT  STORE 

Our  Anoiial  Opcniof  and  DiipUy  of  Asricultural  Implcineot*,  Biiccic*>  Store*  wid  Hardware. 

OseWdt  HiRCH  14-19, 1904 1  OneWeek 

$250.00     Free  to  AU^     $250.00 

pnee  rifiZES       roR  men.  womcn  a  cirit.oRCM       F'Reermzes 

Greater,  Grander,  Better  than  Ever.  Coupons  Free  to  All. 


<l»»i>><wi<ii«iwiiiii»ii>iMi>i»aw»iwwrMiwiwiMi»i«i>iiMW>i<«>«»i«»«»i«i«»w<w<iimiiiiw<««i»>wwitw»»w  a>a»wi»M««»<»lWti 


PonnilsMefiorIilw.(!o 


'OTTAWA,  ILLINOIS' 


3  Moaday,  March  14th 

HORSE  CLIPPER  DAY 


sod  wc  mxM  fin  %nj  "Fr««' 
tba  luck;  bolder     ' 


10 
ooupoo  oo« 


1902  Cbtcwo  HorM  Clipper,  la 
artwte  ladispeoubi*  w  •very 
tem*r.    lu  nlM  ia 

•  10.75 

.«ad  U  worth  douMt  tba  maunj. 


Wedatsday,  March  i6tb     — 'n^'" — 

I  HARVESTER  AMD 

I  MOWER     DAY 


W«  will  fix  amir  <■  this  daj 
lo  the  luckj  mas  wbo  holds  th* 
luck,  coupon.  COS  Wsltor  A. 
Wood  Sve  toot  cut  Moviat  tta- 
cbioe,  vbicb  is  tb*  ligbMat 
ruuiiiiic  aed  sasiMt  oywitin 


^=T^ 


Momr  oa  tbs  Batat.  sad  la  priea  bo  hicber  tbaa  tboa*  a 
tb*  Trust.  It  Is  wsU  worth  to  saj  bsu  #4S>00  o<  his 
*       Tr/  lor  it    Vo»  will  win  it  U  jran  bold  lbs  lock/ 


'        f'f 


Fxiity,  MMxcb  tStb  -»"*«-  planter  day 


■  on  tbst  ds;.  am  Joba  Dstf*  Mai  9- 

the  HlsBler  trsde  ss  tb*  bsst  -— «-  * 


Wo  wilt  (tra  awsf  '^tp* 

'>lsntsr;  rMO(iii*>iJa  the  PIsaler  trsde  ss  tb*  bs«t  sia<la 
socuBulstiDir  drop  10  the  msrket.     A  very  valuftble  iapW 


Oora  PisDtsr;  reoofnl 
'       si  BocuBulstiDir  d 

b  additiOB  to  s«,  trst-cisss  fsrmer's  outfit,  sod  is  worth 

•43-00  »r  »i»r  m«i»'»  iMfT 

'  this  is  free.      You  my  bold  tbc  fortuaala  ooupoa. 

For  Full  Taiticalars  Call  at  Our  Store 

ALL  IS  FREE  I 
a  CHAMCE  FOR  A  PRIZE  FOR  ALLI 


A  visit  to  our  Slor*  oo*u  you  Noibiag. 
which  entities  you  toSSSO.OO  fr*s  prises. 


You  fst  a  Ooupoa  Fi«a 


Taeaday,  March  istb 

HAY  CARRIER  AND  WASH- 
INC  MACHIN^DAY 

We  «iU  eive  swsy 
*rree"0Q  tbsi  dsy 
ooe  Porter  Reversi' 
ble  MaUenbl*  Hay 
Csrrier,  with  lorty. 
Mb  tt.  doubia  bead  stael 

A  traek.eao<«|h  iorsa/ 

V  ordinary  siaed  bars. 

Vala*.  •IS.OO. 

W«  will  also  (ire  aa  Oosaa  Wars  Waabiaf  Masblae,  which  i* 
tbe liaat  aacbiDe 00  tbe  narkat.  ,^  i».i_^  •-  aaL  an 
Tbeae  wiU  Cost   you  Notbur-    ***  ▼•!••  la    90.^0. 

Bare  you  rcfutered  your  nane  and  rooaived  a  ooapoaT    II  yaa 
hare  not,  esll  at  our  store  before  tba  IMh. 

TI...,o^.«    M.e^l.  .,>I.^CULTtVATOR  DAY    | 

On  this  day  we  will 
fire  awu  "-rrea"  la 
She  hotdar  o(  the  bmky 
ooupoa.  •at»  faaon* 
Tower  ridinjr  ovltiv^ 
tor,  valued  ai 

•SA.OO 

Reaaaber.  you  aay 
bold  tba  lucky  coupon. 
If  you  have  not  voted 
fon  atiU  bav«  a  cbaoce 
laearollyour  aaaa.  • 

Ooupoaaare  free. 

ThuradMr  la  alao  (*• 
dies'  aaa  Childraa'a 
day.  riv*  priias  will 
baoSarad  to  the  ladiasaad  tra  prlaaa  will  alao  ha  oCerad  le  tba. 
ebildrea.  AU  Ihoaa  daairinc  to  eoroU  theniselvas  lor  tba  ladiaa' 
*r  ohildraa'a  p rites  Bust  have  their  names  in  before  Usrcb  ITtb. 

■  PLOW  DAY 


Satttrday;M»rcb  19th— "»■' 


On  tUa  day  we  win  civ*  away  OM  M  iaek  Daera  tjaac  PI 
oi  any  aaa'a  wamf.     TWa  ia  raall]r  aa 


Worth  »ei5-00 

to  the  person  holdiaf  the  lucky  ouupoa. 


iDveatmeot  viU  brii^  its  due  reward, 
tbe  forluoate  ooupoo. 


oeptiooal  (ift;  a  ■aeMaaoC  ao  naah  vakia 
■■  "  watalx 


Yet< 
iUaaasbar  you  aay  told 


YOU  LOSE  IF  YOU  PAIL  TO  CALL  AT  THB  BIG  IMrLCMENT  STOKE. 

THE   HOUSE    THAT   SAVES    YOU   MONEY 

POUNDSTONE-REFIOR  HARDWARE  CO., 


OTTAWA.  ILLINOIS 


iwMtilwiwisMmswanwiwiiiWuiiamiwmiWiiBiiniMiwaaiMaHiwi 


20 


SALES  PLANS 


SPECIAL  SALES 


21 


they  should  not.  Dry  goods,  clothing  and  department  stores 
have  found  "openings"  to  be  an  excellent  way  of  advertising,  and 
merchants  in  other  lines  should  find  them  equally  good. 

The  Poundstone-Refior  Hardware  Co.,  of  Ottawa,  111.,  holds 
an  annual  opening,  and  the  fact  that  they  are  conducted  year  aft- 
er year  would  indicate  that  this  company  finds  them  profitable. 
Their  latest  opening  lasted  one  week,  and  in  that  time  prizes  to 
the  value  of  $250  were  given  away.  Coupons  were  given  free 
to  the  people  who  visited  the  store,  and  each  day  a  drawing  was 
held  which  resulted  in  some  one  getting  a  valuable  present  free 
On  one  day  a  plow  was  given  away ;  on  another,  a  cultivator ;  on 
another,  a  patent  churn,  and  so  on  throughout  the  week. 

The  accompanying  reproduction  is  from  an  advertisement 
which  was  published  in  the  Ottawa  papers  and  afterwards  dis- 
tributed as  a  poster  throughout  the  adjoining  country.  The 
original  was  12x21  inches  in  size. 

Jamison's  store  in  La  Fayette,  Ind.,  held  a  similar  opening, 
but  gave  away  prizes  worth  $400,  including  a  number  of  special 
prizes  for  children. 

6.  A  Tag  Sale — One  of  the  big  stores  in  Boston  has  had 
considerable  success  in  attracting  trade  during  the  dull  weeks, 
by  what  they  called  a  Tag  Sale.  This  sale  immediately  followed 
a  sale  of  another  concern's  bankrupt  stock,  which  was  closed  out 
sooner  than  was  expected.  They  had  planned  the  bankrupt  sale 
to  last  at  least  two  weeks,  but  low  prices  and  the  well-known  high 
quality  of  the  stock  caused  it  to  be  closed  out  in  three  days.  They 
immediately  telegraphed  to  fifty  manufacturers  to  send  them  any 
small  odd  lots  they  had  left  over,  on  approval,  the  only  stipula- 
tion being  that  the  price  must  not  be  over  one-half  what  the  goods 
sold  for  at  the  first  of  the  season.  The  result  was  that  they  were 
soon  in  receipt  of  enough  goods  at  very  low  prices  to  carry  on  the 
sale.  The  newspapers  announced  that  they  had  bought  all  the 
over-production  of  the  manufacturers  who  usually  supplied  them, 
at  half-price.  In  the  newspaper  ads  were  printed  photographic 
reproductions  of  several  letters  and  telegrams  to  and  from  manu- 
facturers. These  had  the  effect  of  convincing  the  public  of  the 
genuineness  of  the  sale.    The  goods  were  exactly  the  same  grade 


and  quality  as  the  goods  they  usually  carried,  which  in  fact  they 
were,  and  would  be  offered  at  one-half  the  price  asked  a  month 
previous. 

All  the  goods  were  displayed  in  the  windows  and  store  in  as 
careful  a  manner  as  if  it  were  the  opening  of  a  new  season.  The 
only  noticeable  difference  being  that  all  articles  were  marked  with 
price  tickets  with  the  selling  price  and  the  "First  of  the  Season 
price."  These  tickets  were  various  sizes  of  manilla  shipping 
tags,  the  prices  being  painted  in  red  on  the  lower  part  of  the  tag. 
On  the  upper  part  of  the  tag  was  printed  in  red  ink  the  story  of 
the  sale,  explaining  that  all  the  goods  were  similar  in  grade  and 
quality  to  their  regular  stock,  but  owing  to  the  over-production 
of  over  fifty  manufacturers,  with  whom  they  did  business  every 
year,  they  were  enabled  to  offer  these  goods  at  one-half  price. 
All  the  newspaper  announcements  were  enclosed  in  rule  in  the 
shape  of  a  shipping  tag,  and  all  large  signs  about  the  store  and 
in  the  windows  were  cut  from  manilla  paper  in  fac-simile  of 
tags.  The  sale  was  entirely  successful ;  in  fact,  business  was  so 
brisk  for  over  a  week  that  it  was  necessary  to  engage  temporary 
clerks  and  delay  the  date  for  vacations.  All  manufacturers  have 
lots  at  the  end  of  the  season  which  they  are  glad  to  dispose  of  at 
most  any  price  and  there  is  no  reason  why  other  concerns  may 
not  use  the  same  idea  to  stimulate  business  in  July  and  August. 
This  gives  them  an  opportunity  of  closing  out  their  own  odds  and 
ends,  which  may  be  broken  in  sizes  and  colors,  and  makes  it 
unnecessary  to  take  a  loss,  as  the  goods  they  receive  from  the 
manufacturers  are  sold  at  the  same  percentage  of  profit. 

7.  A  Japanese  Sale — A  novel  and  successful  sale  was  held 
by  J.  N.  Euwer's  Sons,  of  Youngstown,  O.  This  firm  is  noted 
lor  its  elaborate  store  decorations  on  special  occasions,  but  on 
this  occasion  they  determined  to  excell  all  previous  attempts  in 
that  line.  Accordingly  their  decorator  was  given  carte-blanche 
in  the  matter  of  decorations,  with  the  result  that  the  affair  was  a 
shining  success.  The  entire  scheme  of  decoration  was  in  the 
Japanese  style.  All  over  the  store  were  hung  hundreds  of  Japa- 
nese lanterns  of  all  colors,  sizes  and  shapes.  Then  there  were 
paper  parasols,  banners,  strings  of  flags  and  cherry  blossoms 


(I 


22 


SALES  PLANS 


everywhere.  In  addition,  about  500  tissue  paper  bells  were  used 
with  good  effect.  The  expense  of  these  decorations  was  less 
than  nothing  as  practically  all  of  them  were  sold  at  a  profit  of 
from  fifty  to  one  hundred  per  cent  long  before  the  closmg  day 

of  the  sale. 

Stationed  at  the  door  was  a  small  Jap  boy  who  gave  every 
one  who  entered  a  ticket  announcing  free  tea  and  coffee  at  the 
'•Geisha"  as  a  specially  decorated  booth  was  called.  This  feature 
proved  a  great  success.  One  of  the  leading  wholesale  grocers 
demonstrated  a  certain  brand  of  coffee  with  such  success  that  an 
average  of  100  pounds  a  day  was  sold.  A  luncheon  was  served 
and  sandwiches  were  sold  at  five  and  ten  cents,  as  high  as  seventy 
loaves  of  bread  being  used  in  a  single  day.  Of  course  all  this 
helped  to  swell  the  profits.  On  the  first  day  of  the  sale,  chrys- 
anthemums with  ribbons  attached  were  presented  to  visitors. 

All  show  cards  and  price  tickets  were  done  in  the  Japanese 
style    but  one  of  the  most  novel  and  pleasing  features  of  the 
affair  was  the  costuming  of  the  saleswomen.     These  were  all 
attired  in  kimonas  and  wore  their  hair  dressed  after  the  manner 
of  Japanese  maidens  with  chrysanthemums  and  mmiature  fans 
as  ornaments.     A  hundred  girls  thus  arrayed  made  a  charming 
picture  and  one  which  was  much  admired  by  the  public.     The 
entire  store  was  perfumed  with  Japanese  incense.     Another  tea- 
ture  that  helped  to  popularize  the  sale  was  the  giving  away  of 
free  photographs  with  purchases  of  a  certain  amount.     Consid- 
ered from  every  point  of  view,  the  affair  was  a  great  success^ 
On  the  first  dav  a  tremendous  crowd  packed  the  store  and  each 
succeeding  day' the  interest  continued  with  little  abatement. 

8  Carnival  Sale-Bernheimer's  dry  goods  store  in  Bal- 
timore held  a  ^'Carnival  Sale,"  which  had  some  truly  astonishing 
features.  Northern  stores  might  find  the  methods  employed  a 
bit  too  much  on  the  circus  and  side-show  order,  but  in  a  southern 
city  where  the  Mardi  Gras  is  celebrated,  the  entire  scheme  would 
be  in  keeping  with  the  all  pervading  carnival  spirit. 

One  of  the  features  used  by  the  Bernheimer  store  was  an 
unusual  kind  of  guessing  contest.  In  one  of  the  windows  were 
two  masked  figures.    One  of  them  was  alive ;  the  other  automatic, 


SPECIAL  SALES 


23 


and  prizes  were  offered  to  persons  who  could  distinguish  which 
was  which.  Both  were  dressed  identically  and  they  went  through 
the  same  jerky  motions  in  unison.  The  curtain  in  the  first  window 
was  drawn  at  the  end  of  ten  minutes.  At  the  same  time  a  curtain 
in  a  second  window  was  raised,  showing  two  other  figures  almost 
identical  with  the  first.  To  give  the  human  and  mechanical  per- 
formers a  chance  to  rest,  there  were  three  pairs  of  figures. 
Guesses  were  registered  on  the  third  floor  and  on  the  first  day 
nearly  thirty  thousand  persons  made  guesses.  Eight  thousand 
of  them  received  prizes  and  many  of  these  admitted  that  they 
had  not  been  able  to  tell  the  difference  and  had  only  voted  in 
the  hope  of  having  the  luck  to  hit  it  right. 

Inside  the  big  store  were  still  greater  surprises  for  the 
visitor.  Twenty-one  clowns  dressed  in  the  most  fantastic  of 
costumes  and  with  their  faces  painted  in  gorgeous  colors,  played 
what  purported  to  be  music  on  every  conceivable  kind  of  instru- 
ment. It  was  not  alone  by  their  antics  and  music,  however,  that 
the  clowns  sought  to  entertain— they  were  businesslike  clowns. 
Each  offered  special  bargains  to  customers  who  had  bought  a 
certain  amount  of  goods  on  the  floor  on  which  he  was  stationed. 
For  example,  one  clown  sold  shoes  for  9  cents  to  persons  who 
could  produce  a  sales  slip  showing  that  they  had  made  purchases 
of  a  certain  amount.  On  the  first  day  there  was  an  automatic 
boat  on  the  third  floor  and  everyone  making  purchases  of  a  speci- 
fied amount  was  entitled  to  a  seat  in  it.  There  were  five  seats  in 
the  boat  and  the  person  who  sat  in  the  lucky  one  was  given  a 

prize. 

A  popular  and  amusing  feature  used  toward  the  close  of  the 
sale  was  a  baby  carnival.  Prizes  were  awarded  to  the  baby  in 
the  fanciest  costume,  the  one  in  the  most  comic  dress,  the  fattest 
fancy  dressed  baby,  the  prettiest  fancy  dressed  baby  and  the 
best  and  most  tastefully  dressed  baby.  The  sale  lasted  a  week 
and  on  each  day  there  was  some  amusing  competition  to  enter- 
tain visitors. 

9.  Wanamaker's  Special  Sales— Wanamaker's  store  is  con- 
stantly developing  new  ideas  in  the  advertising  line.  Many  of 
the  ideas  would  be  practicable  for  almost  any  store.     For  ex- 


1^ 


24 


SALES  PLANS 


ample:  One  plan  was  that  for  the  sale  of  a  lot  of  summer 
accessories  in  little  "bungalows"  scattered  throughout  the  aisles 
of  the  stores.  These  bungalows  were  simply  stands  with  can- 
opies and  draped  tops,  having  some  real  or  fancied  resemblance 
to  bungalows.  The  advertisements  during  the  week  were  all 
alive  with  illustrations  of  bungalows.  Of  course  people  read 
them  to  find  out  what  all  the  bungalow  business  was  about.  One 
advantage  was  that  many  articles  for  summer  use  were  placed 
rieht  out  under  the  hand  of  the  customer  and  quantities  of  warm 
weather  goods  were  thus  moved. 

Next  week  came  an  "International  economy  contest."  The 
coats  of  arms  of  all  nations  appeared  from  time  to  time  in  full 
page  advertisements.  Under  the  insignia  of  the  French  republic 
came  an  offering  of  men's  Terry  bath  robes  made  in  Paris.  Italy 
furnished  marble  busts;  Germany,  stockings;  Switzerland,  em- 
broidered Swiss  muslins;  Austria,  fancy  China;  Persia,  Rama- 
dan rugs ;  Mexico,  linens ;  China,  silks ;  and  fair  Erin,  old  bleach 
linens.  The  varied  character  of  the  stock  of  the  Wanamaker 
store  may  be  inferred  from  the  fact  that  plenty  of  material  was 
on  hand  from  all  over  the  world  to  give  every  country  worth 
mentioning  representation  in  these  advertisements.  This  may  be 
a  plan  worth  trying  on  elsewhere,  with  variations. 

A  sale  in  Wanamaker's  Philadelphia  store  was  on  exactly 
opposite  lines.  It  was  "American  week"  and  American  made 
goods  had  the  center  of  the  stage.  American  flags  and  emblems 
were  everywhere  and  plaster  bas  reliefs  containing  the  busts  of 
President  Roosevelt  were  prominently  displayed.  The  sign 
"Made  in  America"  was  a  patriotic  inscription  that  was  visible 
everywhere.  To  each  visitor  was  given  a  souvenir  containing 
a  map  of  the  United  States,  including  our  new  possessions,  the 
various  products  and  the  lines  manufactured  in  each  state. 

■  10.  Clearing  Out  Old  Stock— The  plan  of  the  Kirk  Dry 
Goods  Co.,  Vinton,  la.,  that  is  described  here,  is  not  new,  but 
it  has  many  points  to  recommend  it.  It  will  clear  out  more 
stock  than  almost  any  other  plan,  and  we  publish  the  following 
in  the  hope  that  it  may  be  new  to  some  readers.  The  accompany- 
ing cut  is  greatly  reduced  from  a  large  ad.    It  will  give  a  general 


SPECIAL  SALES 


25 


idea  of  the  plan,  which  is  further  explained  by  a  representative 
of  the  Kirk  Dry  Goods  Company.    He  writes  as  follows : 

"We  picked  all  of  the  old  goods  and  slow  sellers  out  of  our 
stocks  and  placed  them  on  tables  away  from  our  regular  dress 
goods  stock,  and  we  give  every  customer  the  privilege,  after 
buying  what  goods  they  wanted  out  of  this  lot,  of  selecting  the 
same  amount  of  dress  goods  from  any  other  piece,  as  a  present. 


Binr  •  ■!«•• 


DRESS  GOODS  GIVEN  AWAY 

MAY  l8t  to  MAY  6th  INCLUSIVE 


F«r9a*    Wtik 


For  an  Entire  Week  We  will  Absolutely  Give  Wool  Dress  Goods  Away. 

Something  New  In  Bargain  Sales.       The   Chance  of   ■   Lifetime 

|N  r(,f«  ■»»  bt  l>™«  OooO.  «r<t..  (»np.i».,,.-  o.rr  fv.  h.ndnd  d.«im:l  ►••  .  ;-  ol  r»-K  ih.  ,r  ,^  .^B«..l,  .  j,^  m>.M  .n,^li  k...  ol  i<..«!.  .h-.  .. 
.,.h  >o  <!<»..  .!»  «»»  p««.  *  l.e«,  ».an..lv  ~.J»m  »d  Iw.v,  ..  ,^-1...  s..,i.»^-.  «J  O.M  1«<.  «(  Uwajn.  .it.  S<»«  .1  0.™  coo*,  .k.l.  nM 
i.  Uw  Sm  r«k  ••  w  «( I.-  po«..  .«.»!«  .  Jt  "Hi  -.11  I"'  .vl»"U-l  »..,«.  WV  h...  ukr«  l.on  IS.  uock.  .11  t^l,  fOO*.  t~^r,»«£  mA 
«r.nly  !«.  ,oa  hu.  th»  tffd  -1.  .ni  Im  o«  t-c  -"kt  -"•'1  "  '"  t<"t  ">  «■»«  "O-  "t*  "■'■  <»  *"*  l»""»  ">"  *"  "^"^  """'"  •<)'•*•' 
V>  «)»«  P«e  ^  goixit  m  the  *ilr  Iei«  ol  ihe  Mme  (.iKf.  .itliowi  tha-^r.  ^  _ 

REMEMBER*  *—  — r*s!j* yy  "yt^  ••  "*  •••*•  — —'«'*^ »—'*'— >****^ >*'"'**» *'*'*'*"'***—* 
■■ua  aMoa  race  tne  week  c— wwwia  m*  tnc  naan 

<v.n  ■»<«  uox.  .«.>  liN  I.  E-.  MNIT.  UT  TH  Fn»T.    o„«ik  ..ii  b.  ..r.^trJ^ci-, -   — 


Fuminc  ibrin  ca*<h  and  mihuui  (Onlwwon. 


aacaaaaaaa 
raa*  mp«m 


BUY  A  DOLUR  S 


WOimh-WEU   CIYE 
WORTN. 


YOU   ANOTHER 


DOUAR'S 

NO  GOODS  CHARBED  AT  THIS  SALE. 


an«i  a— I 
■•I  Id  to  aik 


HUNDREDS  OF  PIECES  OF  GOODS  TO  CHOOSE  FROM.    SOMETHING  HERE  FOR  YOU 

The  Kirk  Dry  Goods  OunpanT, 

KIRK'S  CORNER  STORE.  -t  -«-     


THE  ANNEX 


These  goods  were  all  marked  at  the  regular  price,  so  we  really 
sold  them  at  50c  on  the  dollar.  It  will  be  observed  that  in  this 
way  we  disposed  of  twice  as  many  goods  as  we  would  have  sold 
had  we  marked  them  at  one-half  price. 

"The  results  of  this  sale  were  very  satisfactory.  It  was  a  big 
success;  we  sold  during  the  week  147  pieces  of  goods  and  our 
stock  is  now  in  first-class  condition.  All  of  this  lot  were  old  and 
very  bad  stickers  and  we  were  very  glad  to  take  50c  on  the 
dollar  for  the  lot.  Any  merchant  who  wishes  to  clean  his  stock 
of  stickers  or  to  reduce  stock  will  find  with  good  advertising 
that  this  way  is  a  success.  We  did  not  open  our  store  the  first 
morning  of  the  sale  until  9  o'clock  in  the  morning.  This,  as 
you  know,  is  not  original  with  us,  but  has  been  tried  with  great 
success  bv  many  good  merchants." 


4^ 


11.  A  New  Kind  of  Refunding  Sale— The  Sweeney  Co.'s 
store  in  BuflFalo  is  one  that  manages  to  hold  the  attention  of 
the  public  most  of  the  time.     It  is  a  store  that  is  always  doing 


t' 


26 


SALES  PLANS 


SPECIAL  SALES 


27 


something  a  little  out  of  the  ordinary.  Their  last  scheme  was 
a  "Refund  Sale"  that  had  some  unusual  features.  The  ordinary 
"Refund  Sale"  is  not  new.  The  plan  is  to  advertise  that  all 
money  spent  in  the  store  on  one  day  during  the  month  will  be 
returned  to  purchasers  presenting  sales  checks  bearing  the  lucky 
date.  Heretofore  the  free  date  has  been  decided  either  secretly 
in  advance  or  by  chance  at  the  end  of  the  month.  The  Sweeney 
Co.  varied  the  scheme  and  added  interest  to  it  by  deciding  the 
lucky  day  by  ballot.  The  plan  is  explained  in  the  following  quota- 
tion from  one  of  their  advertisements : 

"This  trade  event,  which  is  an  innovation  in  modern  mer- 
chandising, is  a  Refund  Sale.  It  begins  Monday,  August  28, 
and  concludes  when  the  store  closes  Saturday,  September  23. 

"Here  is  the  plan— The  amount  of  all  cash  purchases  made 
by  bona  fide  purchasers  here  on  one  businesss  day  during  the 
next  four  weeks  will  be  refunded. 

"Every  person  who  presents,  within  ten  days  from  the  close 
of  the  sale,  duly  stamped  cash  purchase  checks,  bearing  the  date 
selected,  will  have  refunded  the  amount  of  his  purchases  on  that 
date— it  matters  not  whether  the  sum  be  10  cents  of  $500. 

"The  Refund  Date  is  to  be  selected  by  our  customers.  Each 
visitor  to  the  store  making  a  bona  fide  purchase  at  any  time  dur- 
ing the  sale  has  an  opportunity  to  vote  with  every  purchase  as  to 
which  date  in  his  or  her  judgment  will  be  the  busiest  one  during 
the  four  weeks  of  the  sale— the  date  receiving  the  most  votes  will 
be  selected  as  Refund  Date.  Announcement  will  be  made  on 
September  24  of  the  date  receiving  the  most  votes,  and  all  who 
present  within  ten  davs  of  the  close  of  the  sale  duly  stamped  cash 
purchase  checks  bearing  the  date  selected  will  have  refunded  to 
them  the  total  amount  of  their  purchases  on  that  date." 

12.  A  13-Cent  Sale— The  accompanying  reproduction, 
which  is  reduced  from  a  full  newspaper  page,  is  a  good  speci- 
men of  advertising.  The  idea  of  a  sale  of  this  kind  at  a  dull  sea- 
son is  not  bad.  In  this  ad  a  great  many  articles  are  listed  for  13 
cents,  that  usually  sell  for  as  much  as  25  cents.  The  store  lost 
money  on  some  of  the  articles,  but  they  would  unquestionably 
draw  a  large  crowd  and  once  in  the  store,  a  person  who  came  to 


\ 


p 


28 


SALES  PLANS 


SPECIAL  SALES 


29 


get  a  20-cent  bolt  of  lace  for  13  cents,  would  be  likely  to  make 
purchases  that  would  make  up  the  small  loss  many  times. 

13.  A  Good  Circular— The  Racket  Store,  of  Geneva,  O.. 
used  the  accompanying  circular  to  advertise  a  "gc  Sale."  The 
original  was  about  the  size  of  an  ordinary  newspaper  page.  This 
circular  is  a  good  one.  It  is  well  written  and  the  printer  has 
done  his  part  well,  too.  It  brought  much  business  to  the  Racket 
Store. 

14.  A  Grab  Sale — L.  E.  Vawter  &  Company,  Macomb, 
111.,  held  what  was  advertised  as  a  **Grab  Sale."  Tliey  picked  out 
everything  that  they  were  willing  to  sell  for  a  quarter  and  placed 
them  on  special  sale  counters.  Small  articles  worth  only  a  few 
cents  were  bunched  together  to  make  a  quarter's  worth.  All 
goods  of  a  class  were  kept  pretty  well  together,  and  the  extra 
good  things  were  placed  in  such  a  manner  that  they  would  have 
to  be  hunted  for.  Some  unusual  bargains,  such  as  umbrellas, 
wrappers,  etc.,  were  placed  in  the  lot.  These  were  held  back  and 
slipped  under  the  other  goods  at  odd  times  so  they  would 'not  all 
be  taken  in  the  first  rush.  This  is  the  way  the  sale  was  adver- 
tised : 

"On  Wednesday,  August  9th,  we  will  hold  in  our  store  a 
Grab  Sale.  Our  counters,  show  cases  and  tables  will  be  covered 
with  merchandise  of  all  kinds.  Where  there  are  two,  three  or 
more  articles  tied  together  they  will  go  as  one  article.  You  can 
grab  any  article  on  any  counter,  case  or  table  for  25c  per  grab. 
These  goods  will  be  so  they  can  be  examined  before  you  pay  for 
your  grab.  There  will  be  some  splendid  bargains  from  every 
department  in  our  store.  Nothing  will  be  offered  that  will  not 
be  worth  more  than  the  25c  asked,  and  a  great  many  splendid 
values  at  50c,  75c  and  $1.00  at  25c  for  each  grab.  In  this  big 
25c  Grab  Sale  you  will  find  muslin  Underwear,  Parasols,  Um- 
brellas, Skirts,  Corsets,  Belts,  Jewelry,  Purses,  Bonnets,  Neck- 
wear, Fans,  Gloves,  Handkerchiefs,  Men's,  Ladies'  and  Chil- 
dren's Hosiery  and  Underwear,  with  Remnants  of  Prints,  Mus- 
lins, Ginghams  Shirtings,  Linens,  Crashes,  White  Goods,  Wash 
Goods,   Ribbons,   Embroideries,   Laces,  etc.,  etc.     Any  articles 


pinned  or  tied  together  will  go  as  one  article  at  25c.  This  sale 
will  commence  promptly  at  9  a.  m.  and  last  till  6  p.  m.  There  will 
be  special  bargains  placed  on  the  counters  at  different  times  dur- 
ing the  day.  Do  not  fail  to  attend  the  greatest  one  day  sale 
ever  held  in  Macomb.    No  coupons  given  on  these  goods." 

15.  Department  Managers'  Sale— The  Crews-Beggs  Co., 
Pueblo,  Colo.,  hold  what  they  call  their  annual  ''Department 
Managers'  Competitive  Sale."  These  sales  last  two  weeks,  dur- 
ing which  time  the  heads  of  the  dozen  or  more  departments  are 
on  their  mettle — each  one  striving  to  establish  a  record  in  the 
matter  of  sales.  During  this  event,  the  department  managers 
are  given  full  possession  of  the  store,  and  allowed  to  do  as  they 
choose.  They  have  full  power,  without  any  limits  or  restrictions 
whatever.  Valuable  cash  prizes  are  offered  to  the  managers  and 
assistants  in  the  three  departments  that  show  the  greatest  gain 
in  sales  over  the  corresponding  sale  days  last  year.  Naturally  a 
sale  of  this  sort  is  productive  of  lots  of  rivalry  and  enthusiasm. 
In  the  newspaper  announcement  of  this  sale,  two  full  pages 
were  used,  in  order  to  give  each  manager  plenty  of  space  in 
which  to  exploit  his  offerings.  In  this  ad  considerable  space 
was  given  to  an  explanation  of  the  plan,  and  a  portrait  of  each 
of  the  department  heads  was  published.  In  fact,  the  personal 
factor  of  the  sale  was  brought  out  as  strongly  as  possible,  and 
this,  no  doubt,  has  a  good  deal  of  weight  with  the  buying  public. 
As  the  Crews-Beggs  Company  has  been  conducting  these  sales 
for  a  number  of  years,  it  may  reasonably  be  supposed  that  they 
find  them  profitable. 

16.  Employes'  Benefit  Sale — MacDonnell's  Store  in  Bos- 
ton has  adopted  the  plan  of  holding  annually  a  sale  lasting  one 
week  during  which  two  per  cent  of  the  gross  receipts  is  given  to 
the  employes.    The  sale  is  announced  as  follows: 

"A  year  ago  today  we  inaugurated  'Employes'  Week,'  and 
it  proved  a  wonderful  success — so  much  so  that  we  at  once  de- 
cided to  repeat  it  every  year.  We  recognize  the  fact  that  we  have 
two  busy  stores,  and  that  our  clerks  serve  us  faithfully  and  con- 
scientiously. We  take  this  occasion  to  show  our  appreciation 
of  their  services,  and  it  affords  us  great  pleasure  to  renew  our 


30 


SALES   PLANS 


offer  of  last  year — namely :  To  divide  two  per  cent  of  the  total 
receipts  of  both  stores,  all  this  week,  pro  rata  among  them.  We 
have  allowed  each  department  manager  certain  price  concessions 
which  we  hope  our  customers  and  friends  will  take  advantage  of. 
Every  dollar  spent  here  this  week  will  not  only  be  a  good  invest- 
ment for  you,  but  will  materially  help  to  make  'Employes'  Week' 
even  a  bigger  success  than  it  was  a  year  ago." 

Following  this  announcement  is  a  lengthy  advertisement  in 
eight  sections.  Each  section  is  written  and  signed  by  a  depart- 
ment manager,  and  appeals  to  the  public  both  on  account  of  ''Em- 
ployes' Week"  and  on  account  of  the  many  special  values  that 
are  offered  for  this  occasion. 


17.  A  Comparison  Sale — A  "Comparison  Sale"  is  held 
twice  a  year  by  the  Fourteenth  Street  Store  in  New  York.  This 
is  an  event  that  is  intended  to  stir  things  up  during  the  lull  that 
comes  at  the  close  of  the  winter  and  summer  seasons,  and  before 
business  starts  up  in  earnest  for  spring  and  fall.  For  this  pur- 
pose this  sale  has  been  found  very  efficacious.  One  day  in  March 
two  pages  were  taken  in  the  World  and  Journal,  which  carry 
most  of  the  advertising  of  the  Fourteenth  Street  Store.  The 
establishment  is  full  of  signs  of  the  "Comparison  Sale,"  and  in 
the  ads  prices  of  hundreds  of  articles  are  quoted.  Prices  are 
strongly  to  the  front — in  fact,  the  idea  is  for  the  customer  to 
compare  the  prices  here  with  those  in  vogue  elsewhere.  The  ad 
man  has  seen  to  it  that  the  prices  will  stand  a  strong  test.  Some 
really  excellent  values  are  offered.  In  fact,  in  many  instances 
buyers  of  the  house  have  made  special  preparations  for  the  event. 
It  is  remarkable  what  a  difference  the  mode  of  advertising  will 
have  on  the  numbers  in  attendance.  On  one  day  in  particular, 
the  jam  was  not  as  big  as  some  of  the  management  would  have 
liked.  The  suggestion  was  made,  however,  that  after  the  sales 
had  been  footed  up  a  better  verdict  could  be  rendered.  Sure 
enough,  though  the  crowd  was  less,  the  movement  of  goods  was 
larger  than  the  average,  because  of  the  pushing  of  more  expen- 
sive goods  for  that  day.  The  advertising  man  can  foretell,  by 
his  advertising  plans,  something  of  the  size  of  the  crowd  for 
each  day,  and  he  selects  the  stock  to  push  at  will. 


SPECIAL   SALES 


31 


18.  Special  Sales  for  Druggists— There  is  no  apparent 
reason  why  a  druggist  should  not  hold  special  sales  as  well  as 
a  drygoods  merchant,  yet  they  seldom  do.  Durham's  Drug  Store, 
in  Corry,  Pa.,  holds  special  sales  weekly  and  finds  them  profitable. 
Every  Wednesday  some  one  or  more  articles  are  sold  at  a  bar- 
gain price  and  the  fact  is  advertised  by  small  hand  bills. 

For  example,  on  one  Wednesday,  tooth  brushes  worth  20 
and  25  cents  will  be  sold  at  13  cents  each  or  two  for  a  quarter. 
On  the  next  Wednesday  there  may  be  a  special  sale  of  per- 
fumes or  games  and  so  on,  the  specials  always  being  a  sundry  or 
from  some  side  line.  This  plan  could  be  used  to  advantage  by 
most  druggists  as  the  sales  would  be  sure  to  bring  in  many  new 
customers. 

The  Mansur  Drug  Co.,  of  St.  Paul,  Minn.,  conducted  a  sale 
of  razors  and  shaver's  articles  that  was  quite  a  success.  The 
principal  feature  of  the  sale  was  a  large  lot  of  razors  advertised 
to  sell  at  87  cents.  In  addition,  special  prices  were  made  on  all 
kindred  articles,  such  as  strops,  mugs,  hones,  lather  brushes,  shav- 
ing mirrors,  talcum  powder,  bay  rum,  etc.  During  the  week  the 
sale  lasted  a  barber  sat  in  one  of  the  show  windows  and  sharpened 
razors  free.  A  coupon  was  printed  in  the  newspaper  advertise- 
ments and  this  would  be  accepted  as  payment  for  sharpening  any 
razor  that  was  brought  to  the  store.     The  sale  was  a  sucess. 


■A 


19.  An  Old  Shoe  Sale — A  western  shoe  dealer  has  intro- 
duced an  innovation  in  the  way  of  shoe  sales.  He  advertised, 
that  to  every  person  leaving  an  old  pair  of  shoes  at  his  store,  he 
would  allow  a  credit  of  twenty-five  cents  on  a  new  pair.  No 
limit  was  placed  as  to  the  number  of  old  shoes  that  might  be 
brought  by  one  person,  but  it  was  understood  that  only  one 
credit  would  be  applied  on  the  purchase  of  each  new  pair.  The 
customer,  however,  was  permitted  to  buy  as  many  pairs  as  he 
chose. 

When  the  old  shoes  came  in  they  were  thrown  into  one  of 
the  show-windows.  The  scheme  caught  the  fancy  of  the  public 
and  the  sale  was  a  great  success.  In  the  week  during  which  the 
offer  remained  in  force,  the  window  was  filled  with  a  variegated 
collection   of  decrepit   foot-wear   in   all   stages   of   dilapidation. 


h 


1, 


1  . 


32 


SALES  PLANS 


( 


I 


When  the  sale  was  over  the  merchant  got  rid  of  the  old  shoes  by 
turning  them  over  to  a  charitable  organization. 

20.  Underwear  Sale—In  the  spring  the  merchant's  stock 
of  winter  underwear  is  likely  to  be  in  a  pretty  dilapidated  con- 
dition. Lots  are  broken,  sizes  are  out  and  many  of  the  boxes 
that  once  contained  a  suit  now  hold  only  the  shirt  or  drawers. 
The  boxes,  too,  are  much  the  worse  for  repeated  handling,  and 
it  is  a  difficult  matter  to  make  this  stock  presentable. 

A  Wisconsin  merchant  used  a  simple  plan  to  clean  up  his 
odds  and  ends  of  winter  underwear.  His  store  was  pretty  full 
of  goods  and  the  last  of  the  winter  underwear  had  been  crowded 
under  tables  and  behind  counters— anywhere  to  make  room  for 
new  goods.  As  a  result,  it  was  a  difficult  matter  to  find  a  given 
size  when  it  was  called  for.  The  salesman  looking  for  shirts 
could  find  nothing  but  drawers,  and  vice  versa. 

After  contending  with  these  conditions  for  some  time,  a 
bright  idea  occurred  to  the  merchant.  All  of  the  odds  and  ends 
of  underwear  were  taken  out  of  the  boxes  and  piled  on  two  tables. 
The  36's  were  put  in  one  pile,  the  38's  in  another,  and  so  on, 
without  regard  to  price.  A  pin  tag  bearing  the  price  was  at- 
tached to  each  garment.  The  tables  were  then  put  in  a  prominent 
position,  in  the  front  of  the  store,  and  a  large  card  was  marked : 
SPECL\L  VALUES  IN  UNDERWEAR  SAMPLES. 

The  clerks  were  instructed  that  a  P.  M.  of  ten  cents  would 
be  paid  for  every  garment  in  this  lot  that  was  sold,  and  this  re- 
sulted in  the  attention  of  every  possible  customer  being  called 
to  the  underwear.     It  was  quickly  sold  out. 

21.  Clearing  Out  Dress  Goods— The  best  buyers  occasion- 
ally have  selections  that  do  not  sell.  They  either  have  made 
mistakes  in  buying  or  the  season  has  proved  backward,  the  re- 
sult of  which  is  they  have  too  many  dress  goods  on  hand.  One 
bright,  aggressive  merchant  says  he  has  for  several  seasons  been 
employing  a  plan  to  move  dress  goods,  which  do  not  sell  in  the 
piece.  This  plan,  which  he  endorses  as  being  so  satisfactory,  has 
been  to  assort  from  his  stock  the  fancy  tweeds  in  lightweights 
and  colors  and  these  he  has  had  made  into  skirts.    In  the  fall  a 


v 


SPECIAL  SALES 


33 


number  of  manufacturers  in  the  city  have   nothing  to   do  or 
very  little,  and  they  are  glad  to  get  a  job  to  make  up  skirts. 
This  merchant  says  he  sends   slow   sellers  to  these   manufac- 
turers and  who  make  them  into  walking  skirts  which  he  can 
sell  quickly.    The  cost  of  making  the  skirts  is  from  $i  to  $1.50 
each      The  merchant  says  he  gets  his  money  out  of  the  dress 
goods  and  in  addition  makes  a  profit  on  the  skirt.     Some  mer- 
chants may  complain  that  they  are  not  in  position  to  employ  a 
city  manufacturer.    To  them  the  suggestion  is  made  that  they 
secure  a  dressmaker  either  at  home  or  from  a  neighbormg  town 
or  that  they  use  the  salesman  of  some  cloak  house,  who  will 
take  measures  for  the  skirts. 

22  A  Balloon  Sale— Mistrot's  store  in  Houston,  Tex., 
held  what  they  call  a  Balloon  Day  Sale.  It  was  advertised  in 
the  following  manner: 

To-day  and  to-morrow  (Thursday)  will  be  "Balloon  Days"  at  the 
great  Mistrot  Store.  To  every  child  coming  to  the  store  durmg  these 
two  days,  accompanied  by  their  parents  or  other  grown  person,  will  be 
given  a  nice,  big  rubber  balloon^the  kind  you  buy  at  the  circus  or 
carnival  To  the  parents  will  be  given  the  opportunity  to  inspect  our 
very  latest  offerings  in  the  way  of  correct  wearing  apparel,  dress  goods 
and  other  articles  for  Spring-all  at  Mistrot's  Special  Low  Prices. 

TO  THE  CHILDREN. 
H  you  would  like  to  have  one  of  these  balloons  just  ask  papa  or 
mamma,  or  big  sister  or  big  brother,  to  come  to  Mistrot  s  with  you 
Wednesday  or  Thursday  and  you  shall  have  one  free  o-  U  charge, 
and  perhaps  while  you  are  here  they  may  buy  you  a  nice  .  .w  dress, 
a  suit,  a  pair  of  shoes,  a  hat  or  cap,  or  some  one  of  the  numberless 
new  things  we  have  here  waiting  for  you.  It  is  not  necessary,  however, 
that  they  should  buy  a  single  article  for  you  to  have  your  balloon- 
they  are  given  away  to  show  our  love  for  children.  The  only  con- 
dition is  that  you  MUST  be  accompanied  by  a  grown  person. 

23.  A  Combination  Sale— The  Home  Mercantile  Co.,  Car- 
rollton.  Mo.,  held  a  series  of  "Combination  Sales"  on  every 
Monday,  Thursday  and  Saturday  for  a  month.  During  the  sales, 
certain  combinations  of  goods  were  offered  much  below  the 
regular  price.    Here  are  some  of  the  combinations  offered : 

10  yards  best  calico— 5  yards  flannelette  Amoskeag— 5  yards 
flannelette  skirting— i  pair  Hermsdorf  ladies'  black  hose— $1. 49- 


34 


SALES   PLANS 


SPECIAL  SALES 


35 


I  spool  silk— 5  yards  cambric  lining— 6  yards  38-inch  wool 

dress  goods — $3.13. 

Good  3-piece  boys'  school  suit  (10  to  20  years)— i  pair  shoes 
—I  pair  socks  or  hose— i  shirt— i  denim  blanket  lined  work  coat 

—$9.68. 

There  were  many  other  combinations  covering  a  considerable 
variety  of  goods.     If  the  articles  were  bought  singly,  they  were 
''  \        sold  at  the  regular  price.     With  every  cash   sale  a  ticket  was 
given  showing  the  amount.     Tickets  to  the  amount  of  $30  en- 
titled the  holder  to  a  set  of  family  scales. 

24.  A  Clothier's  Sale— Beeman,  a  clothier  in  Waukon,  la., 
j  held  a  big  sale  recently.  While  it  was  in  progress,  he  made  the 
I        following  offer,  good  for  one  day : 

'  FREE — FIVE  SUITS  EVERY   HOUR. 

At  one,  two,  three  and  four  o'clock  next  Saturday  we  will 
give  absolutely  free  to  the  purchasers  of  $5  or  more,  a  suit  of 
men's  clothes.     Suits  will  range  in  value  from  $3  to  $10. 

These  free  suits  can  be  exchanged  any  time  after  Saturday 
for  other  suits  and  the  marked  price  on  the  free  suit  will  be 
allowed  on  any  suit  in  stock  at  $10  or  over. 

Twenty  suits  given  away.  Be  on  hand  promptly  at  the  hour 
named  if  you  want  one  free. 

25.  A  Five  Minute  Sale— Hour  sales  are  not  new.  They 
have  been  used  with  considerable  success  by  merchants  every- 


5.MINUTE  SALES  FOR.  WEDNESDAY 

AKTERItOON     SAI-B« 

At  2:30  p.  M.  j  Q^ 


/nORNirXO     SAUES 

At  9:30  A.  M. 
Ii  00  Walkiac  Hits  of   hrench  I'ur  Ttlt  ti 

At  9:45  A.  M. 
■  iHc  Lidie*'  Hot*   ai  •  •  • 

At  10:00  A.  M. 
ijc  Code*  »!..  ^         _„ ' 

At   IO:IS  A.  M. 
}«c  Scittors   At...  •••••. 

At   10  30  A.  M. 


.  fc 

.  5c 
10c 

..5c 

HC  ChocoUle  Drop*  jI  .  •'*' 

At  I0:4S  A.M.  1^ 

At  11:00  A.  M  2£. 

'  At  I  his  A.  M. 

i-,c  Mtn  «  Nfckwtir  at  ...... 


5c 


Itc  pillow  Shamt  anil  scarfs  «i    .  . 
'  At  2:«  P.  M. 

5c  Toiltl  P»p«i 

jje  T«i  »«  .  . 
t>',ic  Mitleotal 


At  3.-00  P.  m; 
At'3:is  i».  m.' 

At  3:^  P.  m.' 


ec  Ooiini  Flaooel  »i      .       .   ■ 

At  i:4t  P.  M. 

IOC  Fruit  Candy  at    ■•_•_■•    • 
At  4:00  P.  M. 

ti. 50  Far  Surfs  at    .       •    ■      i 
'^  At  4:l>  P.  M. 

IJC  Campaigo  4  in  Haodt  at 


,     Ic 
..10c 

...5c 

..2c 

.  2c 

$1.00 

5c 


where.  The  "Five  Minute  Sale,"  however,  is  an  innovation. 
The  first  store  we  have  heard  of  conducting  Five  Minute  Sales 
is  that  of  Hens,  Kellv  &  Co.,  Buffalo,  N.  Y.     This  was  a  feat- 


J 


ure  of  a  "Special  Cash  Sale."  The  accompanying  reproduction 
is  clipped  from  an  advertisement,  and  will  serve  to  show  the 
manner  of  timing  the  sales  and  the  range  of  prices.  During 
this  same  sale  Hens,  Kelly  &  Co.  secured  a  barrel  full  of  bright 
new  pennies  fresh  from  the  mint.  Five  pennies  were  given  with 
every  $i  purchase  during  the  sale. 

26.  A  "Week  of  Nations"  Sale— Robert  Fraser's  dry- 
goods  store  in  Utica,  N.  Y.,  held  a  sale  that  was  advertised  as 
the  ''Week  of  Nations."  The  following  quotation  is  from  one  of 
the  store's  advertisements  and  will  give  an  idea  of  the  special 
features  that  were  used  to  attract  the  public : 

WEEK  OF  NATIONS. 

A  novel,  unique  and  entertaining  event,  together  with  a 
great  international  sale  of  imported  fabrics  and  merchandise  from 
tlie  various  countries  on  special  days.  The  special  features  of 
this  week  of  nations  are : 

First — Each  day,  beginning  Tuesday,  will  be  devoted  to 
some  national  day,  when  the  store  will  be  deccrated  in  flags  and 
emblems  of  the  country  represented. 

Second — Daily  concerts  by  the  celebrated  vocalist.  Miss 
Margaret  Collins,  who  sings  national  and  other  songs  of  the 
^  various  nations,  in  both  the  national  tongue  and  English.  She 
will  sing  from  a  magic  illusion  cabinet,  located  in  carpet  room, 
third  floor.  A  contrivance  where  the  head  and  shoulde*-s  only 
are  exposed,  and  will  puzzle  everybody  in  guessing  how  it  is 
done. 

We  will  distribute  free  each  day  with  purchases  miniature 
silk  flags  of  the  country  represented.  The  most  interesting  feat- 
ure of  all  to  our  patrons  will  be  the  special  cut  prices  on  mer- 
chandise on  special  days.  Watch  daily  papers  for  program  and 
sale  announcements. 

27.  A  Hammering  Down  Sale— Griesheimer's  in  Chicago 
held  what  they  advertised  as  a  "Hammering  Down  Sale"  during 
which  hammers  of  all  kinds  were  the  principal  feature  of  the 
store  decoration.  All  of  the  show  cards  had  tack-hammers  at- 
tached to  them  and  the  windows  were  decorated  to  carry  out  • 
the  "hammering  down"  idea. 


i 


1.1 


3g  SALES  PLANS 

In  one  of  them  a  great  pile  of  garments  some  thr.e  feet 
high  was  placed  in  the  middle  of  the  w.ndow.  Ar°und  't  were 
See  wax'figures  dressed  as  workmen  w.th  red  flannel  tos 
»..  Fach  had  a  sledge  hammer  and  was  posed  in  the  act  oi 
iking  down  tn  the  pUe  of  garments.  In  another  window^^ere 
was  a  similar  display  except  that  the  figures  were  gwen  d.ffe.ent 
postures. 

28  A  Hatchet  Sale-Welter,  Lloyd  &  Co.,  shoe  dealers  in 
Streator  111.,  have  an  annual  event  which  they  advertise  as  a 
"Sat  het  Sale,"  the  hatchet  being  symboUc  of  cut  pnces.  At 
th"tg  nnSg  of  the  sale,  which  last  for  some  time  the  town  is 
ttoroSy  posted  with  muslin  signs  on  the  style  of  the  accom- 

The  HMCHET  is  out 


CHOPPED 


SPECIAL  SALES 


37 


PRICES 

IN 

OXFORDS  ^^d  SHOES 

Welter,Lloyd  &Co.-  StteaitoLE 

p.„y.„g  illustration.  Tlj^^-f  ^  ^L'^^^^SX 
and  the  hatchet  is  P"«tf  '" ''"ff  '^^.^  ^^^^od  of  advertising, 
^:;i:d  r nr:;Sef  pSS^anr^^  vames.  has  brought 
them  an  immense  business. 


29.  A  Competitive  Sale— The  Adams  Dry  Goods  Co.  used 
an  idea  that  may  be  used  to  advantage  by  many  an  ad-man 
throughout  the  country.  The  company  gave  the  various  buyers 
free  rein  for  two  days  in  making  offerings  and  quoting  prices, 
and  the  occasion  was  given  out  to  the  pubHc  as  one  in  which 
department  chiefs  would  vie  with  each  other  in  doing  the  biggest 
day's  business.  Each  buyer  was  free  to  adopt  his  own  individual 
methods  in  achieving  the  largest  possible  turn-over  for  two  days. 
The  idea  was,  of  course,  prominently  and  strikingly  set  forth  in 
the  advertising.  The  buyers  expressed  themselves  as  very  well 
satisfied  with  the  success  of  the  scheme,  which  was  by  no  means 
simply  an  advertising  dodge.  There  were  hundreds  of  leaders 
put  out  all  over  the  store,  but  a  few  of  which  could  be  alluded  to 
in  the  advertisements.  The  buyers  are  disinclined  to  name  their 
best  leaders,  as  they  have  learned  them  by  long  experience.  But 
in  the  furniture  department,  for  instance,  a  third  or  a  quarter  of 
all  the  stock  on  the  large  floors  bore  a  red  "sold"  ticket,  with 
name  and  address  of  the  purchaser,  which  is  an  index  of  the 
general  impetus  to  trade  through  the  store. 

30.  A  Black  Tag  Sale— A  Chicago  Clothing  House  con- 
ducted a  "Black  Tag  Sale"  as  a  change  from  the  usual  blue  and 
red  Tag  Sales.  The  tags  used  were  a  dead  black,  lettered  in 
white,  and  to  carry  out  the  idea  the  windows  were  trimmed  with 
black  and  only  black  goods  were  displayed  in  them,  ^n  each 
window  was  a  large  sign  in  the  shape  of  a  tag.  These  signs, 
too,  were  black  and  bore  the  words,  "Black  Tag  Sale — Death  to 
Prices."    Altogether  the  store  presented  a  very  funeral  aspect. 

31.  A  Guaranteed  Charity  Sale — The  Sweeney  Co.,  Buf- 
falo, N.  Y.,  held  a  Charity  Sale  in  honor  of  their  first  anniversary 
and  donated  one  per  cent  of  their  total  receipts  during  one  week 
to  three  popular  local  charities.  Mr.  Sweeney,  the  president  of 
the  firm,  guaranteed  that  the  amount  would  not  fall  below 
$500.00,  and  a  great  many  prominent  people  interested  them- 
selves in  the  affair  and  made  it  a  great  success.  Besides  swelling 
the  sales  in  the  various  departments,  a  special  feature  was  made 
of  a  table  d'hote  luncheon  in  the  cafe.    Six  popular  society  ladies 


I 


^g  SALES  PLANS 

presided  each  day  and  they  and  their  fnends  d^ed  up  a 
phenomenal  business. 

uni    Z^      QaU"     Fraser's    Dry     Goods     Store     in 
32.    A    "Clerk's    Sale  — i^  raser  s     ^y         ^^rw^^  Sale " 

B Jton,  Mass.,  hoM  -^Z::^'^:^^^^"^'^ 
In  the  store  there  -  f  °u^  U.  e„ty  ^^  ^^  ^^ 

one  was  given  a  free  hand 'n  t  ^      ^^^^     j^  ^,^^ 

Used,  and  *<-^  ^^^-f^pl^J^Tn  t"  newspapers,  the  space  was 
announcement  that  aPP^^rea  j^^^  ^  5^,^,. 

had  to  offer. 

33.  A  Su.»er  Shoe  Sale-Here  is  ^J^^^^^^^;  J^^ 
,y  Hertzler  &  Boesch,  of  Burhng  on,  ^a  o  b  -  ^^^^  .^  ^^,^. 
unusually  dull  season  m  the  ^""^'^er     The  ^^^^_ 

explanatory.     Testing  the  pulUng  power    o^  ^^^  ^.^_ 

pa^rs  forms  a  very  P  — J^  ^^^^^^  to  catch  the 

rrrth^h'^S  ^Each  coupon  had  in  one  corner  a 
letter  signifying  the  paper  in  which  U  appeared. 

34     lline-Cent  Sale-Herman   Anspach,  ^^f^^^J'^l 

Held'!-"Nine.Cent  Sale"  ^^^XlrZT  r::Z''^.n 

g.eat  many  articles  ^^Z^^^:^^.  be  put  down  so 
to  9  cents.    Some  articles.  Jiov         ,  ^^.^^^^  ^^  ^^^^  ^^g„,„ 

low  and  it  was  arranged  ^y  ^ellmgj  ^^^^^^^^  ^^^,  ^^^^ 

pHce  and  J^  ^^'to  sTand    verr^o-th  suit  was  sold  at  9  cents, 
were  priced  at  $3  to  $5  ana  every 

X.        r.^   qftle— The    Levinson    Dry     Goods 

35.    Saturday  ^^^^^^^^l,,  Saturday  evening  sales. 

Co..  of   Shelbyvdle.   ^n^.^has  reg  ^^^  ^^^^^^^^^^  ^^  ^^^^^  ^^^ 

lasting  from  7  to  9  P-  "•.  ^^  .         ^  enable  to  shop 

..er-supper  trade  of  wor  .ng  P  .,J.  wl^^^^^^^^  ^^^  ^^^^^ 

during  the  day.    Of  course   t      u  ^^^^^^  ^^^„  ^^  t^e 

are  chosen  to  appeal  to  the  popuia 

higher  class.    The  plan  is  provmg  verv  successful. 


SPECIAL  SALES 


AD.  CONTEST  ! 

The  newspapers  of  Burlington  all  make  claim  to  having  the  most  mesit  as 
advertising  mediums,  so  in  order  to  satisfv  ourselves  as  to  which  one  deserves  the 
most  credit  we  have  decided  to  hold  a  GRAND  CONTEST  SALE— Wednesday, 
Thursday,  Friday  and  Saturday — the  coupons  below  will  be  accepted  as  cash  for  the 
amount  named  in  each  one.  The  letter  in  the  corner  shows  what  paper  you  cut  each 
one  out  of.  This  sale  will  cost  us  more  than  the  profit -on  four  days'  selling,  but  the 
knowledge  that  we  gain  wiU  be  well  worth  the  cost 

Cut  Out  These  Cash  Coupons. 


SI.OO  Coupon. 

Yhii  eeupon  will  fc«  aeuptod  mi 
any  PMkard  or  Walk-Ovar  |<U)0 
Oxfard  in  tha  Big  Shoa  Stora. 


35c  Coupooa 

This  Coupon  w  Worth  35  eanta  an 
any  boya'  %^J!iO  Oxford  in  euratora. 


55c  Coupon. 

Wa  hava  a  niea  aaaortmant  of 
Weman'a  t2J0  Oxfarda  in  iMtant 
laathar  and  kid  pat-  tipa.  Thia 
coupan  ia  good  on  a  pair  of  Uiaaa. 

H 


45c  Coupon. 

Thia  coupon  wHl  ba  good  on  a  pair 
of  our  axtra  fina  %tM  Mitaas'  aiaa 
11  to  2  Ruaaian  Tan  Goodyear 
WoH  Oxforda 


25c  Coupon. 

If  your  littlo  boya  naad  a  pair  of 
Oxforda  thia  eaupon  will  bo  good 
on  any  tan  ar  black  $1.25  Oxford, 
aixo  10  ta  IX  in  tha  ator^ 


75c  Coupon. 

Wchava  a  baautiful  lina  of  Miaaaa' 
grey  and  tan  canvaa  Gibaon  tiaa. 
aiie  11     to  2,  at  51.75.  Thia  coupon 
and  $1.00  buya  a  pair. 

R 

55c  Coupon. 

Bring  thia  coupon  to  tho  big  ahoa 
stora  and  it  will  ba  good  on  any 

t3M  black  Oxford  in  aur  atora. 

H 

20c  Coupon. 

70  Conta  and  thia  coupon  will  buy 
any  girl'a  or  child's  tOc  canvaa  ar 
black  ilippar  in  tha  big  atoro. 

■ 

$1.00  Coupon. 

any    pair   of    Man's   or    Woman'a 
black  Hanan  $5410  Oxford  in  aur 
ateck. 

H 

85c  Coupon. 

Bring  this  coupon  to  tha  Big  Shoo 
Storo  and  it  will  roducs  Iho  pnco 
of  any  Wema  I's  tan  $3.50  Oxford 
In  aur  antira  ataek  to  $2.65. 

H 


75c  Coupon. 

Thia  75  cants  coupon  will  antitio 
you  to  a  pair  of  $3.00  Ultra  or  any 
other  tan  Oxfords  for  $2.25. 


90c  Coupon. 

Thia  coupon  and  $ZM  will  buy 
my  pair  of  Men'a  «.n  $3.50  Ox* 
forde  (Packard  included)  in  aur 
atoek. 


25c  Coupon. 

SS  Cents  and  thia  coupon  will  buy 
•  pair  of  Boya'  or  Girls'  white 
oanvaa  tanma  alippara. 


$1.50  Coupon. 

Present  this  coupon  and  $3.50  in 
cash  and  you  can  buy  any  Hanan 
tan  $S.OO  Oxford  for  man  or  wo- 
man in  our  a*ock. 


30c  Coupon. 

Thi^  coupon  will  bo  accepted  an 
any  pair  of  girl's  $1JB  Oxforda  or 
alippara  in  aur  atock. 


READ  THIS  SPECIAL  NOTICE. 

The  above  coupons  Will  be  accepted  July  5th,  6th,  7th,  8th.  This  sale  is  just 
exactly  what  it  is  represented  to  be.  Our  goods  are  all  marked  in  plain  figures  so  you 
can  tell  just  wnat  yon  are  getting.  This  ad  appears  in  The  Hawk-Eye.  Gazette  and 
Volksfreun±  We  believe  that  these  are  all  good  advertising  mediums,  but  we  wish 
to  find  out  just  how  they  compare.    Let  all  join  with  us  in  the  friendly  contest 

HERTZLER  &  BOESCH, 

Burliogton's  Popular  Shoe  Store. 


39 


( 


1 


40 


SALES  PLANS 
36     A  Make   Hay  Sale-Henne    Bros.,    shoe    dealers    in 


Qft      A   Make   Hay  Sale — nemic     jjiv.^.,    

36.     A  maxc   xxojr  c«  i  "  +v,of  w^q  a  preat  success. 

/-^     u  1^  o  ''MnVe  Hav  Sale     that  was  a  g* '=<»'■ 
P,qua,  O     held  a     Ma'<e  "ay  ^^^^.^ed  with  hay  fashioned  into 
The  windows  and  store  were  u  hay-making 

various  attractive  decorative  desn,  and  aU^orts  o^^^  y  ^^^  ^^^ 
implements  were  much  m  ^^^ence^    A  w  .^  ^^^  ^^^^^,^ 

was  placed  in  a  window  with  men  s  shoes  ^ 

shoe  window  was  placed  a  ^""t'^^J' Jtt/dTwo  weeks, 
picture  of  a  load  of  hay  on  each.    The  sale  lastea 

87.  corsets  Sold  by  the  Inch_A  -w  jdea  Jn  co-t^^^^^^^^ 
has  been  originated  by  the  ^^f^^^^^ ^^^^^T^sels  rang- 
They  advertised  *^; ^^^^  ^^^^^  ^^^^^^^^^^       of  .  cents  an 

the  sale,  the  corset  department  was  crowded. 

»      •  1  o.l.    T  iickev     Piatt   &   Co.,    Pough- 
38.    A  Daily  Special  Sale-^uckey  .^ 

keepsie,  N.  Y.,  held  a  ^P^^^'/^^^^f  J^  Svering  all  depart- 
August.    Instead  of  havmg  one   arge  sa  e  c  g^^     ^^^  .^_ 

ments.  only  one  department  was  r  pre  en^^d  ^^^  ^^^^  ^  ^^^^ 
stance,  on  one  day  ^^^ -\,Vdav  oUowing,  a  sale  of  wall 
Jlrr  rrtroS  :«  "departments  of  the  store. 

is  open  from  8 :30  a.m.  to  8:30  p.  m- 


CHAPTER  n. 

SELLING  BY  MAIL. 

The  opportunities   for  extending  trade  oflFered  by  a   mail 
order  department  are  so  great  that  it  is  surprising  that  more 
stores  do  not  sell  goods  by  correspondence.     The  cost  of  adding 
and  maintaining  a  mail  order  department  is  small,  and  if  man- 
aged properly  the  returns  are  sure,  but  in  spite  of  the  fact  that 
there  is  so  little  to  risk  and  so  much  to  gain,  not  one  merchant 
out  of  a  dozen  attempts  to  sell  goods  by  mail.    One  reason  for 
this  IS  because  people  have  been  accustomed  to  associating  mail 
order  houses  with  large  cities.     The  average  merchant  doing 
■— business  in  a  city  of  moderate  size  has  got  the  impression  that 
a  successful  mail  order  business  is  possible  only  in  one  of  the 
big  centers  like  New  York,  Chicago  or  Philadelphia.     Others 
think  that  it  is  useless  to  attempt  a  mail  order  business  because 
of  the  nearness  of  some  large  city.    Both  of  these  views  are  erro- 
neous.   The  following  article,  describing  the  mail  order  depart- 
ment of  H.  S.  Norwell  Co.'s  store,  in  Nashua,  N.  H.,  is  of  un- 
usual interest  because  this  store  has  developed  a  splendid  mail 
business  in  the  face  of  what  would  appear  to  be  most  adverse 
circumstances. 

40.  A  Mail  Order  Department— Nashua,  with  a  popula- 
tion of  only  about  25,000,  is  so  situated  with  reference  to  much 
larger  cities  that  at  first  glance  it  would  seem  that  a  store  located 
there  would  have  but  a  slim  chance  to  sell  goods  by  mail.  Bos- 
ton, with  its  big  stores,  is  only  40  miles  away,  and  within  a 
radius  of  15  miles  are  Lowell,  Mass.,  100,000;  Lawrence,  Mass., 
65,000 ;  and  Manchester,  N.  H.,  60,000.     All  of  these  big  cities 


1 


( 


SALES  PLANS 

Have  .any  .cod  -^  ^ e:::.^:^";.^^^^^^^^^^^^^^^ 

rr;ir  rerstr^o.  *.  hom.,  ■..  ow„.  m. 

'    In  Every  Detail  New  iUrn^^^rcs^^^^^^ 

Mail  Order^epartment. 

H.  S.  NORWELfror^^^^^l^^ 


//.  5.  NORWELL  CO., 

/Nashua,  N.  M. 


.199 


Gentlemen  : 

Enclosed  find. 


\for  $. 


"chock,  sump,  Mon.j  OtdOT.  •»•• 


/*»■  wA»fA  please  JiU 
/\fame — 


the  accompanying  order,  and  send  by -^^         e»p""' 

Writ*  BMu*  pUlnJy.  preflxlBf  Mr..  Mrt..  MUfc 


to 


indeflnif  reque.U  for  Mmpl-  conot  be  «t 


tisfactorlly  compiled  with. 


SUGGESTIONS  rOR  ORDERING. 


-"'wrt^es,  .h..  ,0,  .e.d  yon,  o,4«  » -"  ".STi'L'C;! toCpL"'"  '"■■ 
Remittances  should  oe  maac  uy  i* 

'"•Tji.'gTb.  Uvcd  .i.h  you,  „.«.*  o,d„.  -hich  ,.  .~u«  you  «••  f 
0«ted  wUh  .ccur.cy  ..d  d»p.tcl..  v«r  r«l«ctf«iry.  „„„..„v 

B.  3.  NORWEtl.  COMPANY. 

FRONT    PAGE    OF    FOLDER 

r;  E.  Steed,  superintendent  of  the  store,  tells  of  the  „,ail  order 
business  as  follows:  ^^^^  y^^rs  ago 


SELLING  BY   MAIL  43 

ment  or  another,  of  some  great  leader.  It  is  very  exceptional 
when  we  do  not  get  good  results  from  the  same.  The  number 
of  letters  with  orders  we  have  received  during  last  3Tar  has  been 

Requests  for  Samples  diould  be  made  00  separate  sheet  &odI  Order. 


ORDER   BLANK 

Pin  samples  securely  to  this  sheet. 

In  case  we  .re  out  of  the  goods  you  desire,  may  we  substitute  lor  it  .«y  .rticl. 
of  equal  or  better  value.       . 

__^ T«»  or  Ko. 

T 

SPECIAL  INSTRUCTIONS. 

WRITE  ORDEfe  IN  SPACE  BELOW. 

Kindly  state  second  and  third  choice,  if  possible,  to  insu«  prompt  delivery  «f 
goods  in  case  first  choice  is  sold  out.  -"iveiy  w 


<imaatj. 


DMenpttoB^Do  Bot  (Ul  to  ««ilaa  ala*,  ootor,  •«.. 


If  cooda  aro  to  to  by 

•  .•cent  par  ounco. 


to  allow  aaftlcteot  tta-  poatac*  at  the  rate  •« 


\  SECOND    PAGE    OF    FOLDER 

henomenal  considering  the  size  and  population  of  the  small 
towns  that  surround  us  and  the  fact  that  we  are  only  40  miles 
from  Boston. 

In  getting  names  of  profitable  people  as  our  correspondents, 
we  have  tried  a  number  of  different  methods,  and  find  that  i 
system  of  follow-up  letters  is  the  only  means  we  can  use  where 


* 


i 


SALES  PLANS 
44 

J    •     J     ,»  in  niir  favor     We  have  had  splendid 
the  benefits  derived  are  in  our  *>v°^-     y  ^    ^.^  trade 

results  from  the  careful  use  of  personal  letters.     We  u 

bulletins  to  a  considerable  ^^^^^^^^  ^^s^Z^rit  is  pos- 

invariably  we  send  ^■^2l^;^-J':::'Zs  an  acquaintance 

sible,  are  signed  ^^    °-^,^^'XTeLe  that  this  gives  to  the 
with  the  person  addressed      we  d  ^.^^^ 

letter  a  personal  quality  which  has  a  great  deal  o         g 

the  trade.  ,  r  „  neoole  whose 

We  began  by  ^^-^'^'I'^^^l  :Z:rs.l.,L  of  mer- 
names  appeared  on  °"' ''°°J^^_'° '^^  f^,  the  same  money,  or 
chandise  that  were  either  better  goods  lor 

NEW  ADDRESSES. 

we  have  pUced  your  name  on  our  mail  order  1«.  '^ '^'^ 

to  have  their  names  placed  on  our  !.«.  ^  ^^^^^^^  ^^^^^^ 

Nashua,  New  Hampshire. 


THIRD    PAGE    OF    FOLDER 

,,e  same  goods  for  less  money  ^-^l^y^^t^^TlC::: 
This  one  thing  alone  has  been  a  great  he^  to  us^^.^^  .^  ^^^^^ 

close  with  every  piec^  °j,;;'  ^^ded  once,  is  about  the  size  of 
duced  here.    This  slip,  wn  instructions  for  order- 


•uMiAarrtf*. 


SELLING  BY  MAIL 


45 


WAWHPA    TOJORAPH.    THPHBP.tT.      JAKUABY     I*     MM 


MILL  SALE  OF  BLACK  AND  COLORED  SILKS 

SATURDAY,  JANUARY  14th, 

•       ^T  SLIGHT  ADVANCES  OVER  MILL t_ 

lU  Mitt  SmsitiMil  Siik  Site  Ewr  AttenpM  in  my  Ston  ii  Ikit  Sim  Stirtt  Hire  Sitiriiy  Minjv. 

<MiT*nl«l  m»  to  WMr.  .nd  «t  a  tnnSmSoS,  uviw  to^r  c^Stl^  ««~r.bU  wmvm  and  quaUtJM.  ad  fully 

war.  mad.  month,  aao.  which  murt  ww  be^nSdfiJiiS    H^  ?mt^S£^■.  T^  '"^  *^  Oi,antie  Silk  Sato 
prK« on tha  various Qualitiaa of  ttwdiffarwtwSivU  ""OOMibla  V>  hara  mantion  aU  tha  vary  low 

Pura  DyaTaffaUa,  Croat  Cram.  Paau  da  Soira   Fina  Satin  Durk^^  ^       ti         > 

2lS,'™i-?2?^  '^•~-  C'^^'i^*  FS^7.i?:i^^Pri^",JS;?'K^  "^  China.  A*n,u«* 

Sllka  and  Shantungs.  >-•"■«,  rnmaa  ronsaa*.  Prtntad  Satin  Foularda,  Embroidarad  Snka.  WMh 


WdHnTMiSimtifMr 


l»-]IW  II  l»*lf  Off*  hphf  Priw  «  it  Uw  iBte,  «i  Em  ilii,  ,  Ij  B^  1^ 


luaaa-MM 

M  ps  «  May  |M  MM  li 


•v  a.  t.NMMa(^aii4 


•.^Mkatv. 


MBMaunCKK  K 

F«r59eyar« 

C*r  raan-Flak.  L%tt  Mat, 
Ony,  Taa,  €»<■»•(■<.  SmK..  nit 
Onn,  OM  >m.  CrMm  Wklta  um 


■••MBMIaaMtM,  >|.M 

MMMitaaTMIKaB.  kj) 

»«ii««i*i»a«iia».  !■,. 

MMMMItMMMt.  |,„ 

•AT-*  K^ 


•mi      M 


mtf 

mf 

ti.it  H 

«»f 

MJIi* 

»ijii« 

my 

».m* 

nai* 

y* 
M.IIK 

■lie 
MJlis 

■irt 
tl.llK 


HMraiBivaktMttMi    ma  me 
■■•  mm.    m  « 


Istrar 


>.9W  ywlt  W  aew  SlUi  m»tm  hr 
at  S»tla(  MUM  of  "i^"  hr  S«. 
•»*«y"i  aMat.  koockt  ainct  Ina 
tl»  ■«.  la  akMt  aiu  k^At,  u4 
toKhjiMllfrtca.  Lnctt.ina 
>  l>  M  yviila  Mck  Um. 


I  U  Ikit  I 


Wti 


Mr  Mii  «  II 

X  tK:k  •■  fa*  da 

tM  sua  l«  Hat.  any.  gnr,  k^ 


i«.      ml  ^^*'-***^*>->S«MMy. 

•K     Ik  I  '^HlTWl 


i»ii*  - 

•«•••  - 

JkitA  - 

ilita  > 


•»fc     ik 

*>■      M 
<*s     Ih 

••■>••      » 

•i-l*.  (I.M 
ri4*.  n.ii 


Tkt  TJi  aal  Igc  VHWy, 


V^NlTM 


»4  lac»  iJ»«ty  BraiaalMS.  at« 
MB  tir  tirtai.  an  iTiHii.  taclaa. 

>9  lack  M  Mk  Maa  «•  Cyaat  k 
rati 


klack,  am  tkM  ifly  tiyltt  H  «IM 

Ina. 


•«  lack  Suia 

1  vaitctr  •*  *•  I 


■Mfetfnuaitari^ 
NttamktiJippl 

Fofl9c. 

97  kich  mack  Taffsta  Sik. 
n«ll  Mlvaaa  and  pura  dyt. 
wofthMcanla. 

rorOQomita 

37  Inch   AJaundria   Royal 

(vtrt  now)  worth  tl.2&, 

r*r9aMii4t 


H.  S.  NORWEU  CO. 

The  Silk  Store. 


HHMSbblMallMi^ 

■iMplMlVClIlK 

Smis  Pries  l»e. 

■•  Inch  Bkwir  Taflaia  Sift. 

fuHi    - 


wmAmmm 


»  kwh  WMtt  Taftatt  Stt. 
hiOtalvaaa. 

Worth40cayai«L 

FofSMtir«ar29« 


•"Chk 


46 


SALES  PLANS 


r      t 


frequently  send  in  the  names  of  several  friends.  Another  means 
we  have  of  getting  new  names  is  to  send  return  postals  to  some 
of  our  best  customers  requesting  that  they  send  in  the  names 
of  a  few  of  their  friends  whose  names  they  would  like  to  have 
placed  on  our  mailing  list. 

Our  follow  up  system  is  very  simple  and  it  does  not  take 
long  to  tell  whether  they  are  going  to  be  profitable  or  not.  When 
we  send  out  samples  either  to  a  new  name  or  in  response  to  a 
request  for  them,  we  wait  for  a  week  or  ten  days  for  a  reply. 
If  none  comes,  we  write  a  letter  to  the  person  asking  her  to  give 
us  reasons  why  we  have  not  received  an  order.  In  many  cases 
we  make  apologies  for  ourselves,  perhaps  thinking  the  goods 
may  not  be  right,  or  the  prices  or  something  of  that  kind.  In 
all  instances  we  ask  for  criticisms.  Usually  we  write  to  these 
people  three  or  four  times.  If  we  get  no  reply  their  names  are 
dropped  from  our  mailing  list  and  others  are  put  on  in  their 

place. 

A  good  stenographer  is  essential  in  this  work.  When  mail 
orders  are  received  the  time  of  their  .receipt  is  stamped  in  one 
corner  with  a  time  stamp  and  the  time  that  they  are  filled  is 
stamped  in  another  corner.  Before  we  go  any  further  the  young 
lady  in  charge  of  the  mail  order  department  takes  the  letters 
directly  to  the  heads  of  departments  who  fill  the  orders  to  the 
best  of  satisfaction.  Of  course  the  heads  of  departments  give 
their  best  attention  to  mail  orders,  as  they  are  selling  their  own 
goods  and  hope  to  benefit  their  departments. 

In  addition  to  the  mail  orders  they  bring  in,  the  letters  sent 
out  also  bring  a  great  many  people  to  the  store.  Special  sales 
and  important  events  of  all  kinds  are  advertised  in  this  way  in 
addition  to  liberal  newspaper  advertising.  The  advertisement 
reproduced  here  is  typical  of  the  Norwell  store.  It  is  reduced 
from  a  full  newspaper  page  that  was  used  on  the  occasion  of 
an  annual  silk  sale  in  January.  This  advertisement  with  a 
lot  of  letters  sent  out  by  the  mail  order  department  resulted  in 
the  largest  day  without  exception  that  the  store  has  ever  known 
in  a  silk  sale.  One  of  the  letters  sent  out  at  this  time  is  among 
those  which  follow.     Small  catalogues  are  also  used  on  special 


h 


SELLING  BY   MAIL  47 

occasions  such  as  Christmas.     A  very  good  one  was  used  two 
years  ago  to  advertise  toys,  etc. 

The  letters  and  "Trade  Bulletins"  that  follow  are  fair  speci- 
mens of  those  sent  out  by  this  store.  They  are  interesting  for 
several  reasons.  In  the  first  place  they  are  remarkably  good 
letters—decidedly  well  written  and  convincing.  They  show  the 
kind  of  goods  that  are  pushed  and  when  they  are  pushed.  The 
dates  cover  all  season  of  the  year.  Almost  all  of  them  were 
accompanied  by  samples  as  is  indicated  by  the  text.  Every  one 
of  these  letters  is  in  itself  a  first  class  advertisement.  The  letters 
reproduced  here  are  not  intended  to  show  the  follow-up  system 
but  merely  to  illustrate  the  kinds  used  for  various  occasions. 

♦  *  ♦  4c 

n        TVT  ^  Nashua,  N.  H.,  May. 

Dear  Madam: 

We  take  pleasure  in  sending  samples  of  what  we  consider  the 
best  wash  fabrics  in  America  for  the  price.  We  put  on  sale  Wednesday 
mornmg,  May  25th,  10,000  yards  of  high  class  Madras  Ginghams  All 
of  them  32  in.  wide  in  50  different  patterns  and  color  combinations; 
this  season  s  selections.  The  backward  season  is  the  only  reason  why 
the  sale  is  made,  and  also  why  the  price,  always  25c  per  yard,  now  is 
marked  down  to   15c  a  yard. 

Our  Mail  Order  Department  is  at  your  service;  it  is  your  de- 
partment,   organized    for   the    purpose    of   bringing    people    who   cannot 

^L        ^^'"''^  ^''^'^  ^^^'  '"  ''^'''^  ^"""-^^  ^'^^  ^'hat  we  are  doing 
mail  for  samples  to-day.       All  communications  answered  by  return 

Yours  very  truly, 

H.   S.  NORWELL  CO. 
♦  ♦  ♦  ♦ 

Dear  Madam:  ^''''"'''  ^^  ^•'  J""*" 

nri/^r!^ "'""''  "'*'  ^P"^*''  '°  "'^  ""^'^'•y  ''"y^'-  °n  the  score  of 
price  that  does  not  come  up  to  expectations  in  other  ways,  and  low 
pnced  goods  that  do  not  give  satisfaction  is  poor  economy.      Ifs  just 

t  orofftlw".'"'  '"^  ''°"  "'"  ^  ^'^"  "^  "^^""^  '"  ^  ^'-''hat  makes 
U  profitable  for  you  to  come  and  see  the  real  purchasing  power  your 

money  has  Or,  send  to  the  Mail  Order  Department  for  samples,  we're 
oMers  a°/  H°  ""'  *'"'•  ^'  "^^  ''  ""*  ^"^-"i-  «°  "-  mai! 
30  m.  Prmted  Lawns.  The  goods  were  never  retailed  for  less  than 
.2Kc  and  upward  to  15c.     These  are  from  the  million  and  a  ijl  ioZ 


I   ( 


[•1 


I 


I 


/ 


> 

fe 


4g  SALES  PLANS 

auction  sale  of  S.eetser.  Pembrooke  &  Co..  New  York.     The  price  is 
^  'We'uust   you   will   find   something   that   may   interest   you   in   this 

selection 

Address  all  orders  to  H.  S.  Norwell  Co. 

Yours  very  truly, 

H.   S.   NORWELL  CO. 

♦  *  ♦  * 

Nashua,  N.  H.,  June. 

Dear  Madam:  ^  j|     ^^r  clerks 

take   ao  mucn   p        .,  __-i^gs      We   receive   many   compliments   on   our 

'""X*  s«d  „...!  »d  ...M  ,o.  I,  kind  ™"*  »»'„;■• 

u  c  ^f  a  few  of  vour  friends  whom  you  thmk  might  be  interested 

;:;%riu.orie7s:lr:that    they    may    receive    samples    of    var.ous 
underpriced  goods  as  often  as  we  have  them  for  sale. 
Thanking  you  in  advance  for  the  favor    we  rema.n. 

Yours  verj'  truly, 

H.   S.   NORWELL  CO. 

♦  ♦  ♦  * 

Nashua,  N.  H.,  June. 

Dear  Madam:  C;,t„rdav  next    June  nth,  our  biggest  and 

S^nTvty  L^s'sion'po^lrble.  The  lines  consist  o^  *e-ry  newest  bs. 
Ld  seasonable  kind.  vi.  white  ^^''^  J^^  ^^f  ;„tfwear  r  bllt 
dress  goods,  black  and  -  ^t  "in  kct  TveU^  P"taining  to  first- 
table  linens,  towels  and  beddmg,  '"  j''  ""^^^j;,  ;„  your  life,  and 

L^g    week.     Attend    this    great   bankrupt    stock    sale.      This    seasons 


SELLING  BY   MAIL  49 

merchandise  at  one-third  to  one-half  less  than  the  regular  selling  price 
If  It  is  impossible  for  you  to  call  in  person,  write  to  us  for  samples 
Competent  salespeople  will  attend  to  your  shopping.  If  dissatisfied  in 
any  way  with  your  purchase,  return  the  goods  at  once  to  us,  and  your 
money  will  be  cheerfully  refunded. 

Yours  very  truly, 

r.       u  .'.  "•   ^-   NORWELL  CO. 

Uur   bargains,    hke  time,  wait  for  no  one.    Don't  delay.   Order  to-day. 

*  ♦  ♦  * 

n        Af  ^  Nashua,   N.  H.,  July. 

Dear  Madam: 

Your  name  has  been  placed  on  our  mail  order  list  by  a  personal 
friend  of  yours;  one  who  has  been  deeply  interested  in  our  Mail  Order 
Department,  and  who  has  already  derived  benefit  from  same.  In  many 
cases   It   is   impossible   for  people   living  away   from  the  city,   to  be   on 

\"r  •f^.^T^T^"'^   ^^^'^   ''^'-     Therefore,   we   have   adopted   this   plan; 
a  Mail  Order  Department  Service  where  competent  salespeople  will  attend 
to  your   shoppmg.     If  you   are   in   any   way  dissatisfied    with    the   goods 
sent  you,  return  them  at  once  and  your  money  will  be  cheerfully  refunded 
We   send  samples;  we  send  goods  on  memo.,  subject  to  your  approval.' 
The   increased   demand    for   Mercerized  Jacquards   in   all   the  newest 
designs  for  shirt  waists  and  shirt  waist  suits  confirms  our  claim  that  these 
goods  rival  any  25c  goods  upon  the  market  this  season.     The  finish  and 
lustre    improves    with    washing,    making    it    the    most    meritorious    and 
satisfactory  goods  ever  made  to  retail  at  the  price.    If  you  are  not  already 
familiar   with   these   goods,    inspect   these    samples   closely;    wash   them- 
give  them   a    severe   test,   and   if  they  prove   satisfactory  to  you,   as   we 
know   tliey   will,    mail   your   order   and    we    will   have   it    filled   at   once 
Remember  the  supply  is  limited,  only  enough  in   this  lot  for  about  ten 
days    selling. 

Hoping  to  receive  a  reply,  we  remain, 

Yours  very  truly, 

H.   S.  NORWELL  CO. 
*  *  *  * 

Nashua,   N.  H.,  July. 
NORWELUS  JULY  BULLETIN 
SUMMER  NEEDS  AT  FRACTIONAL  PRICES 
The  opportunity  which  this   month  brings  for  an  increased  business 
in  these  goods  is  the  reason  for  these  unusual  offerings.     Buying  greater 
quantities  we  can  buy  at  lower  figures,  and  selling  greater  quamities  we 
can  sell  at  a  smaller  margin  of  profit,  so  you  get  the  benefit  of  two  price 
concessions— the  wholesalers'  and  ours. 

in  .^WZT'"'^".    '^""^"^  ^^   interested.     If  you  do  not  find  something 
m  the  list  below  that  fills  a  present  want,  many  of  the  things  mentioned 


^ 


4 


• 


( 


50  SALES   PLANS 

win  be  profitable  to  buy  at  these  prices  against  future  needs— take  our 

word   for  it. 

30  in.  Dress   Muslins    worth  I2^^c  for    9    c. 

24  in.  Foulard    Silks    worth  75    c  for  59    c. 

30  in.  Barnaby   Ginghams    worth  25    c  f or  1 1  ^c. 

18  in.  Silk  Floss   Pillows   worth  30    c  for  19    c. 

20  in.  Silk   Floss   Pillows   worth  40    c  for  29    c. 

22  m.  Silk  Floss   Pillows   worth  50    c  for  39    c 

22  in.  Silk  Floss   Pillows    worth  60    c  for  45    c. 

Palmer's  Arawana  Hammocks  from  75c  to  $8.  We  guarantee  a 
positive  saving  of  10  per  cent  on  every  hammock.  Muslin  curtains,  10 
styles  at  98c  a  pair,  worth  $1.25;  bobbinet  curtains,  5  styles,  at  $1.19  a 
pair,  worth  $1.50.  50c  ladies'  neckwear  for  33c.  Silks,  mohair  and 
cotton  shirt  waist  suits  at  a  positive  saving  of  one-i.aU.  White 
shirt  waists  in  all  the  new  styles  and  practical  kinds  at  one  half  price. 

Write  to  the  Mail  Order  Department  at  once  for  anything  you  need. 
This  department  is  shopping  for  hundreds.  Why  not  let  it  shop  for  you? 
You  run  no  risk.  Goods  sent  on  approval  subject  to  examination. 
If  not  what  you  want  return  at  once.    We  send  samples  of  anything  you 

may  desire. 

Yours  very  truly, 

H.   S.  NORWELL  CO. 

♦  ♦  ♦  * 

Nashua,  N.  H.,  February. 

NORWELL'S  FEBRUARY  TRADE  BULLETIN. 

$20,000  worth  of  Spring  and  Summer  merchandise  at  half  and  less 
than  half  price,  for  our  Semi-annual  sale  of  Manufacturers'  Stocks  and 
Mill  Ends.  Extremely  heavy  reductions  made  in  the  price  of  every  piece 
of  goods  throughout  this  entire  stock.  Never  in  any  previous  event  have 
the  advantages  which  we  have  to  offer  at  this  big  sale  been  equalled. 
The  lowest  price  point  in  every  instance  has  been  reduced,  and  the  prices 
are  associated  with  only  absolutely  reliable  grades  and  kinds,  the  kind 
of  goods  you  will  want  right  now. 

Thousands  of  yards  of  Spring  and  Summer  Ginghams,  Muslins, 
White  Goods,  Silks,  Dress  Goods,  Cotton  Cloths,  Outing  Flannels,  Em- 
broideries, Laces,  Ribbons,  Linens,  Crashes,  Towels,  etc.,  Blankets,  Com- 
forters, Sheets  and  Pillow  Cases,  Bed  Spreads,  Wrappers,  Kimonas, 
Muslin  Underwear,  Knit  Underwear  and  Hosiery,  Corsets,  Shirt 
Waists,  Coats  and  Suits,  Boots,  Shoes  and  Rubbers  at  Manufacturers' 
Prices.  A  IManufacturer's  entire  line  of  Curtains,  including  the  fine 
and  medium  priced  Muslin,  Bobbinet,  Nottingham,  Motif,  Battenburg, 
Irish    Point   and  Renaissance,   in   white,  cream  and   Arabian  at  exactly 

one-half  price. 

No   sale   of   this  character  this  year  or  any  other   year  has  offered 
such  great  values.     The  reason  for  this  great  sale  is  this— by  giving  such 


SELLING  BY   MAIL  51 

!!ir/h '.'  V  K  ""f  ''^'"  ''  ^^"^  '^'  "^^^^  ^°°^  ^^  ^^^"^-  -n  advertise- 
ment that  will  be  lastmg.     We  are  bidding  for  the  future,  familiarizing 

'^°"  ^'l^'^X^'^^  ^'■^'^  "^  ^"^^^  ^^^^  -  ^^"  -t  such  very  little  p   ces 

NINE   O  Cmrf  AM^n™.''.^.^^  "^^^^^^^^  FEBRUARY  x8TH    AT 
NINE   O  CLOCK  AND    CLOSES   SATURDAY,   FEBRUARY  25TH. 

H.   S.   NORWELL  CO. 
♦  *  *  * 

Dear  Madam:  Nashua,  N.  H.,  February. 

Datte™'  l^hj"  '',°V°  ^r^"  '"'''"'  P"^'"*  ^^^^iiion  and  sale  of  fine 
CuUtr,  ^"'    "'"'''"''    ''^    •"'"•""    °'   ''^    worM-famous 

MESSRS.  WILLIAM  LIDDELL  &  CO.,  of  BELFAST,  IRELAND 
Expolit'on.'""""'  "'  '"'  "''"  '""  "^'^  «°''*  """^'^  ="  ">«  St    Louis 
This  private  display  will  occur  in  our  linen  store,  first  floor    south- 

^nd    :"d":ndlth'^''?^'''    ^'"'"^^   """    SATURDAY.    FEBRUARY 
2nd.  3rd  and  4th,  just  pr.or  to  our  public  announcement  of  the  purchase 

We  have  secured  these  fine  cloths  at  so  advantageous  a  price  T- 

cause  of  our  abil  ty  to  handle  the  entire  lot    fl,,*  ,, 

th^m    AT  cDr.»T  'laiiuic  me  entire  lot,  that  we  can  actua  ly  sell 

them  AT    FROM  1-3  to  1-2  LESS  THAN  REGULAR   PRICES 
,nH  I      .       '^7P"f  s  table  cloths  and  napkins  in  all  sizes  of  medium 
and  finest  grades  of  satin  double  damask  in  superb  designs,  and  we  ar" 

l^rSic'e"  "''  °'  '""'  ""'"'''"'"  ^PP™-'  ^'^  -  to  d^-Tbility 

We  shall  publicly  announce  this  sale  in  the  daily  papers,  but  we  trust 
you  w,ll  ava,l  yourself  of  the  opportunity  here  offered  ^or  a  p  iva  e  and 
leisurely   mspection   before   they  are  advertised. 

Yours  very  truly, 

H-   S.   NORWELL  CO. 
*  »  »  ♦ 

Dear  Madam:  ^"'^"'^  ^-  "•  J»""^n^- 

of  olTr^NNUArT/LK  SALk'^'V^""."^   ''**'   ="'  '"^  °^"'"^  '^'^^ 
.,.■  ■       ,"'']'^'^^   ^'l-K   SALE.       For   days  and   weeks  we  have  been 

tr,vmg  hard  to  make  this  event  a  distinct  and  masterful  "riumph  mer 
every  past  record.  A  sale  of  this  kind  furnishes  a  yearly  op^onuitv  or 
PRicr   '°,  ''">:/'-^'   0™"'^    SILKS   away   UNDER   L'reGuIaR 

rsarrii" '"'--'  r?  ^^  «TLKir:aSt: 

ana   -4   m.    Prmted   Pongees,   24  m.   Satin   Foulards,    19  and  22  in. 


' 


r 

'  1- 

m 

?  1 


fe^B^SiP^"'-' 


I  i 


52 


SALES  PLANS 


F;,ncv  Silks  24  in.  Liberty  Brilliants,  24  in.  Crepe  de  Chine  in  fact 
evrrvth.nr.ha'  is  desirable  for  petticoats,  shirt  waists,  shirt  wa.st  su.ts 
and    gowns      A   particularly   fine   range   of   popular   weaves   and   colors 

"'"vLTer'^td  of  such  bargains  in  your  life,  and  it  will  pay  you 

to  vS  Norwell's  Saturday,  January  t4th.  H  it  'l '"■-^-^'the'endos  d 
rail  in  oerson  write  to  us  for  samples  at  once,  filling  out  the  enclosed 
^LZ  circTaV.  If  not  interested  personally,  will  you  be  k.nd  enough 
to  hand  this  letter  to  some  neighbor. 

Thanking  you  in  advance  for  your  kind  favors,  we  remam. 

Yours  very  truly, 

H.   S.  NORWELL  CO. 

♦  ♦  *  ♦ 

Nashua,  N.  H,  November. 

""'"^t^:  doubtless  traded  by  mail  before  now,  and  possibly  were 
not  satisfied.     U  .-.  ''e  ^^-J^  ^ ir  Hhe^ri  ^  Wo'd '  itt 

^d  p::t  an::rn\;  wh^^h  ^lute  satisfaction  is  guaranteed  to 
'"Tra'word    iust    as   much    attention    is   given    to    every   detail    of 

-  -i '  T^rg^ ::::;  vlx  ir -=^;irr 

:rtiorthan  i"yo7:;::iVre  in  person,  as  it  is  our  ambition  to  make 

this  one  department  second  to  none  m  the  btate.  ^t^^tever 

With  this  brief  introduction,  we  urge  you  to  wnte  -^-  -^^^^^^^^^ 

^„   rr^.v  need-   write  to  us   for  information;   write  to  us   for  samples 

Therer^X^'deVanment  can  be  of  service  to  -"".J  ^-^^^th 

-r  :^;:::":rt  int.rTes::erLsr;v^^ir;rw^t^  us .. 

r;.     Make  ths  the  test,  and  by  its  rest.lt.  decide  whether  or  not  thts 
big  store  may  in  the  future  count  on  you  as  .ts  patron  and  fnend.    We 

promise  to  do   our  part.     . 

Respectfully  yours, 

H.  S.  NORWELL  CO. 


41.  Mail  Orders  in  a  Small  Town-That  almost  any  re- 
tail store  regardless  of  its  situation,  can  build  up  a  profitable 
r^ail  ord  r  business,  has  been  demonstrated  frequently  Mer- 
lants  located  in  little  towns  have  developed  ^""h  mat 
customers  in  the  face  of  the  strongest  k.nd  of  compet.t.on.    They 


SELLING   BY   MAIL 


53 


have  proved  conclusively  that  it  is  not  necessary  to  be  located 
in  a  great  mercantile  center  in  order  to  sell  goods  by  catalogue. 
A  case  of  this  kind  is  furnished  by  the  firm  of  Johnson  &  Acree, 
general  merchants  in  Moody,  Texas.  Moody  has  a  population  of 
only  1,500,  and  that  is  a  small  town  even  in  the  Southwest,  yet 
in  a  little  more  than  two  years  this  firm  developed  a  flourishing 
mail  trade,  covering  a  wide  area  of  surrounding  country. 

Moody  is  situated  in  a  rich  agricultural  and  stock  raising 
district  in  the  central  part  of  the  state.  The  nearest  large  city 
is  Waco,  about  twenty  miles  distant,  with  a  population  of  near 
30,000.  Only  one  railroad  reaches  the  little  town,  but  there  are 
now  eleven  rural  routes,  which  cover  the  surrounding  country 
pretty  thoroughly.  Considering  all  of  these  things,  Johnson  & 
Acree  were  convinced  that  they  could  develop  a  profitable  mail 
order  business.  A  little  more  than  two  years  ago  they  sent  out 
their  first  catalogue. 

It  was  a  little  book  of  thirty-two  pages,  6x8  inches  in  size, 
and  contained  a  long  list  of  articles  in  dry  goods,  notions,  clothing 
for  men,  women  and  children,  shoes,  millinery,  etc.  Each  article 
was  priced  and  described  as  accurately  as  could  be  done  in  a  few 
words.  Some  of  the  articles  were  illustrated  with  cuts  furnished 
by  manufacturers,  and  other  pictures.  A  list  of  names  was  com- 
piled from  various  sources.  Some  of  them  were  obtained  from 
the  postoffice,  others  were  the  names  of  people  from  surrounding 
small  towns,  who  had  made  purchases  at  the  store  occasionally. 
About  1,500  copies  of  the  first  catalogue  were  mailed.  The  re- 
turns were  immediate  and  continued. 

Since  that  time  the  catalogue  has  been  issued  regularly 
twice  each  year — once  for  the  spring  trade  and  again  in  the 
autumn.  It  is  gotten  up  in  practically  the  same  style  each  issue, 
the  number  of  pages  varying  according  to  circumstances.  There 
is  nothing  fancy  about  these  catalogues — they  are  all  business. 
A  great  number  and  variety  of  articles  are  listed,  each  one  being 
described  as  concisely  as  is  consistent  with  clearness  and  read- 
ability. 

In  addition  to  the  semi-annual  catalogues,  a  monthly  circular 
is  sent  to  the  same  mailing  list.  These  circulars  are  large  sheets, 
intended  to  advertise  some  special  sale  event  or  to  call  attention. 


i 


I 


<1 


)'  ■ 


f     i 
I 


54 


SALES  PLANS 


to  seasonable  bargains.    All  departments  are  usually  represented 
in  the  circulars.     In  busy  seasons,  such  as  just  before  Easter, 
Thanksgiving  and  Christmas,  the  circulars  are  mailed  each  week 
instead  of  monthly,   for  several  weeks.     These  are  sent  to  a 
carefully   selected   list   of  about    i,6oo  persons  in   surrounding 
towns  and  along  the  R.  F.  D.  routes.     At  these  times  samples 
are  used  to  a  considerable  extent.     Samples  of  a  variety  of  piece 
goods,  such  as  dress  materials,  laces,  ribbons,  embroideries,  etc., 
are  cut  and  tagged  according  to  width  and  price.    These  samples 
are  sent  with  the  circulars,  but  the  mailing  is  under  the  super- 
vision of  a  person  who  has  a  pretty  thorough  acquaintance  with 
the  needs  and  circumstances  of  the  people  whose  names  appear  on 
the  mailing  list.     He  takes  considerable  pains  to  see  that  each 
person  receives  the  sort  of  samples  in  which  he  or  she  is  most 
likely  to  be  interested. 

For  the  millinery  department  a  special  circular  is  sent  out, 
illustrating  the  leading  shapes  and  describing  hats  of  certain 
values,  always  with  the  understanding  that  any  hat  that  for  any 
reason  proves  to  be  unsatisfactory  or  not  as  expected,  may  be 
returned  either  for  an  exchange  or  refund.  It  is  a  significant 
fact  that  among  all  of  the  many  hats  sold  last  year  only  one  was 
returned. 

Another  effective  means  of  advertising  used  by  Johnson  & 
Acree  is  the  little  booklet  that  the  manufacturer  sends  out  to 
exploit  his  line.  Whenever  it  is  possible  they  get  the  exclusive 
sale  on  some  well  known  brand  of  goods,  and  with  them  they 
get  a  liberal  quantity  of  advertising  matter,  which  is  judiciously 
distributed.  For  example,  a  hosiery  factory  sends  its  customers  a 
clever  little  catalogue ;  another  factory  distributes  a  booklet  on 
men's  or  bovs'  clothing;  another  one  on  underwear.  Each  of 
these  booklets  is  gotten  up  in  the  best  possible  style  and  bears 
Johnson  &  Acree's  name  as  well  as  prices  and  other  information 
regarding  the  goods.  They  bring  in  much  business.  In  news- 
paper advertising,  this  firm  uses  from  90  to  180  inches  each  week 
and  this  is  supplemented  with  "dodgers"  and  small  bills  that 
are  enclosed  with  every  package  sent  out. 

Johnson  &  Acree  have  no  space  in  their  store  allotted  spe- 
cially to  mail  orders.    As  soon  as  an  order  is  received  either  by 


SELLING  BY  MAIL 


55 


mail  or  phone,  it  is  turned  over  to  a  clerk,  who  fills  it  immediately 
and  sends  it  out.  The  customer  is  charged  with  the  mailing 
expense,  except  on  light  goods  amounting  to  50c  or  more.  Ex- 
pressage  is  prepaid  on  purchases  amounting  to  $5  or  more.  Of 
course,  every  mail  customer  is  given  as  good  service  as  if  she 
visited  the  store  personally,  on  special  sale  days  as  well  as  at 
other  times.  The  eleven  rural  routes  furnish  an  excellent  delivery 
service  for  small  parcels.  Once  each  year  the  mailing  list  is  re- 
vised carefully,  "dead"  names  being  removed  and  desirable  new 
ones  added.  The  greater  part  of  the  names  are  obtained  from 
postoffices  in  the  territory  covered  by  the  store. 

There  are  about  1,000  telephones  in  the  district  through 
which  this  store's  trade  extends  and  these  are  of  the  greatest 
service  in  advertising  special  sales  as  well  as  in  soliciting  and 
receiving  special  orders.  A  farmer  living  on  one  of  the  rural 
routes  has  only  to  phone  in  his  order  and  the  goods  will  be  de- 
livered to  him  by  the  next  carrier.  This  is  a  convenience  that 
is  greatly  appreciated  by  the  farmer,  especially  in  busy  seasons. 

Johnson  &  Acree  have  also  a  well  equipped  grocery  depart- 
ment, carrying  high  grades  of  advertised  goods  and  catering  to 
the  best  trade.  No  attempt  is  made  to  sell  groceries  by  mail,  as 
owing  to  the  weight  and  bulk  of  the  goods,  they  cannot  be  de- 
livered by  rural  carriers  except  in  exceptional  instances.  Both 
order-men  and  the  telephone  are  used  to  get  orders  for  this  de- 
partment. When  new  things  are  received,  it  has  been  found 
the  best  plan  to  send  the  order-men  around  with  samples.  The 
telephone  is  used  to  call  up  regular  customers  for  their  daily 
orders. 

42.  Selling  Shoes  by  Catalogue — The  farmer  is  as  a  rule, 
a  pretty  busy  man,  and  at  certain  seasons  his  duties  make  it  im- 
possible for  him  to  get  into  town.  At  other  times  bad  weather 
and  rough  roads  keep  him  at  home.  These  conditions  make  him 
an  excellent  subject  for  the  mail  order  man  and  rural  delivery 
offers  the  retail  shoe  dealer  a  splendid  opportunity  to  extend  his 
business  in  this  direction.  Any  shoe  dealer  situated  in  a  town 
surrounded  by  an  agricultural  country  can  do  a  good  mail  order 
business  with  the  farmers  along  the  rural  delivery  routes. 


!i' 


I 


J        I 


56  SALES  PLANS 

There  is  nothing  complicated  or  mysterious  about  a  mail 
order  business.  All  that  is  required  to  give  it  a  trial  is  a  good 
booklet  and  a  list  of  addresses.  In  getting  up  the  booklet  one  of 
the  most  important  features  is  the  illustrations.  The  goods  to  be 
sold  will  be  judged  largely  from  their  pictorial  representations, 
and  these  must  be  good. 

There  is  no  economy  in  cheap  cuts.  The  texture  of  leather 
is  best  represented  by  half-tone  engravings,  although  hne  draw- 
ings may  be  used  effectively.  Electros  suitable  for  this  purpose 
can  usually  be  had  without  cost  from  the  manufacturers  whose 
shoes  the  dealer  handles,  and,  if  this  cost  can  be  saved  the  book- 
let may  be  issued  at  small  expense.  The  class  and  variety  of 
shoes  to  be  illustrated  must  be  decided  by  local  conditions,  but 
as  a  general  proposition  it  pays  to  sell  the  better  grades.  The 
reading  matter  in  the  booklet  should  be  brief  and  to  the  point,  and 
some  simple  system  of  self  measurement  should  be  indicated. 

Shoes  can  be  sold  almost  as  readily  from  a  catalogue  as 
from  a  store  and  the  merchant  who  gets  a  good  booklet  in  the 
hands  of  the  farmers  is  a  long  way  ahead  of  his  competitor  who 
waits  for  the  farmer  to  come  to  town. 

43.  A  Christmas  Catalogue— Nor  well's  store  in  Nashua, 
N  H.,  used  a  catalogue  to  advertise  their  Christmas  toys  from 
which  they  obtained  excellent  results.  It  is  a  nicely  printed  little 
book,  5x7  inches  in  size  and  contains  sixteen  pages  with  a  colored 

cover.  . 

The  tovs  listed  are,  for  the  most  part,  arranged  in  well 
chosen  assortments  comprising  about  half  a  dozen  articles.  Sep- 
arate assortments  are  advertised  for  boys  and  girls.  Each  item 
is  described  and  priced  separately,  then  the  lot  is  priced  at  a  sub- 
stantial reduction.  The  assortments  vary  in  price  from  one  to 
five  dollars  and  each  one  is  illustrated  with  a  good  half-tone  en- 
graving. 

In  preparing  the  photographs  from  which  the  engravings 
were  made,  the  toys  in  each  assortment  were  arranged  on  a 
table  covered  with  a  white  cloth  in  front  of  a  dark  background. 
This  brings  the  articles  out  in  strong  contrast  and  makes  an 
excellent  picture.  In  addition  to  the  assortments,  a  number  of 


f 


If 


SELLING  BY   MAIL 


57 


dolls  and  other  articles  were  illustrated  and  described  on  the  re- 
maining pages.  One  page  was  used  for  suggestipns  for  gifts 
suitable  for  the  various  members  of  the  family. 

This  little  book  was  distributed  to  the  local  customers  of 
Norwell's  store  and  was  also  used  to  obtain  mail  orders  from 
out  of  town  customers. 

44.  A  Catalogue  That  Paid — A  merchant  in  Areola,  III, 
issued  a  catalogue  at  a  cost  of  $75.00.  He  was  strongly  advised 
against  it  by  some  of  his  friends  who  said  that  he  would  never 
get  his  money  back.  Results,  however,  showed  the  friends  to 
be  wrong  and  the  merchant  is  very  well  satisfied  with  the  ex- 
periment. 

Instead  of  mailing  these  catalogues  he  sent  men  out  to  de- 
liver them  personally  to  prospective  purchasers,  and  at  the  same 
time  give  a  personal  invitation  to  his  store,  as  he  could  do  this 
about  as  cheaply  as  to  send  them  through  the  mails,  and  then  he 
was  sure  of  getting  them  into  the  hands  of  the  right  parties.* 

This  is  what  he  says.:  ''I  do  not  know  how  much  influence 
these  catalogues  had  in  bringing  trade  to  me,  but  I  do  know  this, 
that  since  I  sent  them  out  I  have  sold  $25,000  more  goods  than 
I  ever  sold  before  in  the  same  length  of  time.  I  am  inclined  to 
credit  the  greater  part  of  this  increase  to  my  catalogue  adver- 
tising." We  are  quite  sure  the  plan  of  issuing  a  catalogue  is 
worthy  of  consideration  by  most  merchants. 

45.  Comparative  Prices — It  is  stated  that  one  of  Chicago's 
mail  order  houses  does  a  business  of  more  than  $30,000,000  a 
year.  It  is  probable  that  these  figures  are  somewhat  overdrawn. 
Whether  they  are  or  not  does  not  make  much  difference;  one 
thing  at  least  is  certain — the  mail  order  houses  are  doing  a  tre- 
mendous business  and  each  year  the  volume  is  increasing.  Hun- 
dreds of  millions  of  dollars  are  annually  diverted  from  local 
retailers  into  the  coffers  of  concerns  that  sell  by  catalogue. 
Naturally  this  competition  is  viewed  with  considerable  appre- 
hension by  retailers  everywhere,  particularly  by  those  situated  in 
the  smaller  towns.  Many  of  these  have  suffered  keenly  by  the 
inroads  intg  their  business.    On  the  other  hand,  however,  there 


;fi 


I 


58 


SALES  PLANS 


I    i 


I    I 


are  many  merchants  in  comparatively  small  places  who  have  lost 
very  little  through  the  competition  of  catalogue  houses. 

The  merchants  who  have  felt  most  keenly  the  loss  of  trade 
to  mail  order  houses,  have  been  those  who  have  done  little  or 
nothing  to  avert  this  loss.  It  is  in  a  large  measure  their  own 
fault  if  outsiders  have  weaned  away  their  customers.  The  home 
store  has  so  manv  points  in  its  favor  that  the  merchant  who  pre- 
sents his  case  properly  cannot  fail  to  win.  The  home  store  has 
this  incontrovertible  advantage— it  can  show  the  goods.  The 
catalogue  man  says:  "I  will  sell  you  a  suit  of  clothes  like  this 
picture."  The  home  dealer  says:  "I  will  sell  you  this  suit- 
look  at  it— feel  the  goods— take  it  and  wear  it  and  if  it  is  not  all 
that  is  claimed  for  it,  you  can  have  your  money  back." 

As  far  as  price  is  concerned,  most  stores  undersell  the  mail 
order  houses.    The  latter  may  be  able  to  go  below  on  some  few 
leaders,  but  when  their  prices  are  taken  right  straight  through, 
freight  added,  the  local  store  ought  to  have  the  best  of  it.     If  it 
has  not,  it  is  because  there  is  something  the  matter  that  needs 
looking  into.     As  to  quality— every  good  store  nowadays  has  a 
standing  guarantee  that  covers  that  point  and  stands  ready  to 
back  up  any  printed  or  spoken  statement  with  an  exchange  of 
goods  or  a  refund  of  the  purchase  price.     This  is  a  thing  the 
catalogue  house  does  not  do.     Having  these  advantages,  it  only 
remains  for  the  local  dealer  to  impress  them  upon  the  public, 
and  the  best  means  of  accomplishing  that  end  is  through  the  use 
of  the  county  newspaper.     There  will  always  be  some  people 
who  will  buy  away  from  home  through  natural  perversity,  but 
an  overwhelming  majority  of  the  people  in  any  community  are 
rational  beings  who  are  perfectly  willing  to  "be  shown."    If  they 
buy  from  mail  order  houses,  it  is  in  the  belief  that  they  get  more 
for  their  money  and  if  the  home  dealer  can  convince  them  to  the 
contrary,  he  will  get  their  business. 

.  A  most  convincing  argument  on  the  subject  of  mail  order 
buying  is  contained  in  the  advertisement  of  Dupee  Brothers, 
Earlville,  III,  that  is  reproduced  here.  This  is  an  advertisement 
that  there  is  no  getting  away  from.  The  statements  made  in  the 
upper  hand  half  are  strong  but  reasonable.  It  is  not  an  appeal  to 
local  pride  nor  to  sentiment,  but  to  the  business  instinct  of  the 


: » 


SELLING  BY  MAIL 


59 


Some  Facts  and  Figures 
Concerning  Mail-Order  Competition 

T"fnr ^h!l^5" u^ ^""^'""^  goods  Of  Mail-ofder  Houses  is  an  expensive  habit  and  in  the  end  is  a  money  loser 
for  those  who  practice  it.    Let  us  compare  a  few  methods  and  prices.    You  are    obliged  to  S  them 
your  money  before  you  see  what  you  are  buying.    You  are   ob%ed  to   buy  from  pictares  and  de^" 
mon.v     uU  J"",!""**  P*y  *»  fr^'eht  charges.    In  case  good*  do  not  suit  you  have  the  goods,  they  have  tb^ 
'  Tt  a  murmur  Xch7h.°v^»onH^*'^  many  people  will  accept  merchandise  of  these  catalo^e  ho^aS^tS 

fpw  nth.r  Tt^  Au  =^^  f  ?  ?  **  ""'  *''*'*J'*  °^  '°''^'  '^'=^'='^  *t  a°y  price.  For  bait  they  seU  you  sugar  and  a 
un  on  ofhU  »2vi  x/*?'  '"^  "'°'"'^  '***"  ^^^  *=''"  purchase  them.  But  they  must  and  do  more  tLn  mSce 
th>nVi^/»il  !  The.^"P«"S"  are  enormous.  It  costs  them  far  more  to  seU  a  dollars  worth  of  goods 
^J^r.lf«^,ltK^•*''^'*P'*^*'"•.  Few  people  realize  that  it  coste  one  of  these  houses  $350  ooo  a  ylarto 
merely  issue  their  catalogues  and  this  is  surely  added  to  the  selling  price  of  the  goods.  *35o,«oo  a  year  to 

Not  counting  all  ofthesethings-the  fact  that  you  are  hurthij  the  value  of  your  own  farm  or  orooertv 
7tnSl^''fV^I^'r''^'''^^''':}^''^r^^^''^''  f«*  '^*'  ^^^^^  yourproduce SgreyTgoXlTe^ 
&^a;^^/^hi„!!fjf""^"*^*i"^'*'*'''^'''^^^^^  th*^   «^dy   cash,   and  caS  always  bring  goods 

are!  harH  l?,rt  ^Ln^?"  ^'>*"  *^«^y  are  not  satisfactory;  and  the  fact  that  you  or  any  of  your  neighbfrf  who 
are  in  hard  ludc  can  always  get  financial  help  from  the  local  merchants;  in  spite  of  aU  of  these  tWngs,  if  you 
ft  yIu  hfv^lf.i'.'IP^'"  °[l^t  "^''-°^«1«'-  houses  than  of  us,  we  would  advise%ou  to  do  it  B^tTu^t^So 
h^veoTentryti^eSfHrH  fh^°"  ^M^iu^^f^  "  ^^  evenings,  and  the  prices  in  it  look  cheap  because  yoS 
have  plenty  of  tune  to  study  them,  and  the  descriptions  are  written  in  fine  language.     But  if  you  wiU  take  your 

cheaoTthan  the^^^'^'^Pn"'^  right  through,  and  if  we  dont  furnish  you  the^lme  ar^de^  Sty  cSfde^d 
cheaper  than  the  mail-order  house  does,  we  wiU  give  them  to  you,  and  you  wont  be  buvimc  aivthinir  bv  m. 
book  descnption,  either.  You  will  see  the  goods,  inspect  the  quLity,  and  gef  XteveJ  gStw  to^  U  o! 
&oort  if'i'^  t  f  °'  '"I'  ^°"  afterward,  there  will  be  no  t^ubte  or  risk  in  exchSS^^e^S^^t^em 
]"J^PP°l^°^°'"-^%^^"'^^tsv.e  quote  ;,kvr  prices  for  comparison.  These  prices  are  iU  taken  fiSmn^ 
aS  In  o^/.u?-  ^r""^r  H>  fig""«g  prices  to  add  to  catalogue  prices,  freight,  draft  exchinge^d  S 
w^eom!^rSrtcfa°rre;.      '^''"'""°^    Owmg  to..the  difficulty  in  figuring  the^eight  on  smfller  arS, 

The  Minimum  Freight  Chargge  for  L^ss  than  lOO  lbs.  is  25c 


W«Guir»iiUtAnOu«litk»E<Bal«ii<l,...      .. 
to  Sonw  Caics  Suserkv.  iMmfKna. 


.•n*Hi0  tLmgt  r,ie , 

Mi7t 

OH  OfHM  »I.4<M>  Itiin  1  tat. . . 
W'  Om~  Jfltt-m  Mitu  Mm.<I 
Oil  0|a««  MMtln  3I.M  •U4M  •  • 
B'M.B.Imlii  IMi 

'I  tM*  PI1I.W  Cm  HMUa 

V  iM»  hiiw.  c«.  Hi*,::::".":;" 

Br...  All  Um.  CiM. 

II.IB.d  fr'tHM*  CrrMM....  ^ 
UlUkTrfn.  EiMa..  >.  C 


A:::: 


$M4»w  aiih  far  Ltalwl'*"'! 
WMMPtlto.  tkaiTT. 

Wk(w  DrMMt  anHb 

P«ri  BgtMM.  ammud 

BUc»  TmIoc  BaiUM , 

Mm  t  Lifkt  Wowta*  ikiim'imlf 
Moti  AirUMa  a— 41  iililifc., 
Mm  •  AjfeMM  Om«mm  Otow. 
i»w  PtaUM.  mtitmma  mMm  .. 

wofM  vt«Jir^    ^^■■ 

»Or«t>  ViMvw    

ArbwklwCoAM 

V.wy  B«t  Rm.   fn  pent 

FMcy   SasbM...    . 

r««r»  Uorte  kB4  Java.. ..*«., 

OMOvvOTsmat  Jm J^'' 

g=5§r..*-:;;::::::::::: 

**tvmn  PMn „... 

Etf>Pl«M •••-"". 

UrMftOMM  PlMM ""', 

I  po«*4  «M  Bt—  Bikii  liHi 

Faary  C»««  Oinm* 

Urt   p«r   »M*a 

LMTd    p*T  3  posftd    Mil 

WkiiaPiak.  prr  lO  rn*4ptf.... 

M«Hi.»^.  per  10  waH  J/M.'.'". 

K»r%n*\.  pM9K*t* 

pMrtPlMr  pu  10  pt,M4««. 
'  or%  UmI.  ht '0  poBB^Mife  .... 

P<^Cora.pM  pea«4      

M»n«Vtu    pw  paetaff* 

Watt*.  POT  y»ekaf«     


Mb 


» 


JmI  PrisM  LiMlna,  t  rukvid... 

tm  PriaM  LteDbu,  4  jwd.  •id... 

Bat  Ubid  Uaolna 

WAUit^  SKUloiMi 

Hiddliaii  '8mU  mcI.  iKta.  MO  te.. 
jJBiu,  taaJrfi ; 

>raaii4  drtrr  SMh.  100  Its 

iBktdifbrfV  nit  IM.100ns 


OilnniiMi «0  O.Uoa  OUTuk 

*Um  GmoUm,  huni  M*  oaly , 

SloraGwoliM,  •i^l.tdoa 

PeaUa  wiiil 

btooi  Soap ^.  „ J^ 

iMoUfcd  Omms  Smt... 

Isral.  chii 

100  Bm  lawiiMi  WimUi  tmf.„„..  „ 

S«hi.  PiM. 

traaka,  M  iaek  cum  «>nnA..._._ 


tPlfct 


Pita, 


Sait  oaaa«  tt  lack,  bridle  batkar.  Airt  toU. 


Ill 


f  M 


^    DUPEE    BROS.,    ^ 


(INCORPORATED) 
ElarlviUe's  Biftgeat.  Busiest  and  Best  Tradi 


'..'T-.r.^VJ'l 


n^  Place.       'Phone  43.    Groce>7  Dept.  42 


4 


I  i 


gQ  SALES  PLANS 

reader,  and  every  word  is  backed  up  by  the  parallel  colun^^^^^^^^ 
figures  below.     The  articles  of  merchandise  '^'^'^^^^^^^^ 
chosen  with  a  good  deal  of  judgment.     Among  them  are  in 
Sed  many  articles  of  standard  ™facturers  cov^^^^^^^ 
rietv  of  lines.    This  advertisement  was  run  as  a  full-page  m  tne 
Svile  paper  and  was  afterward  reprinted  as  a  circular  an^ 
S  Lted  by  mail  wherever  it  was  thought  that  it  migh^  d 
good      The  results  were  highly  satisfactory    as  a  great  man) 
or^e  s  were  received  from  people  accustomed  to  buy  from  cata- 
og^es.     Any  store  situated  similarly  to  Dupee  B-he-  ^^^^ 
use  this  kind  of  an  advertisement  with  profit.     It  is  the  on  y 
practical  way  of  meeting  mail  order  --P^^^^-'^^^^^^^ 
Lv  where    hey  can  buv  the  cheapest  and  no  amount  of  talk 
boutt:L  inLtry"  will  make  them  buy  at  ho- ^^^^^^^^^^^ 
they  can  get  the  same  thing  for  less  money  some  place  else. 


CHAPTER  III. 
EXPOSITIONS. 

During  the  last  few  years  it  has  grown  common  for  stores 
to  have  all  sorts  of  expositions,  varying  from  simple  demonstra- 
tions of  some  article,  to  elaborate  shows,  comprising  a  large  num- 
ber of  exhibits.  These  expositions  are  usually  of  an  industrial 
character,  showing  the  process  of  manufacture  of  various  goods 
carried  in  stock  by  the  store.  That  Expositions  are  successful 
in  bringing  increased  trade  to  the  store,  there  is  no  doubt,  and 
many  large  stores  hold  them  year  after  year.  They  are  usually 
held  in  connection  with  a  spring  or  fall  opening — more  commonly 
the  latter.  The  following  examples  will  give  some  idea  of  the 
manner  in  which  store  expositions  are  conducted : 


46.  An  Exposition  of  Manufactures — Hochschild,  Kohn  & 
Co.,  Baltimore,  held  in  their  store  an  "Exposition  of  Manufac- 
tures" that  was  notable  in  a  number  of  ways.  It  was  in  the 
nature  of  an  educational  exposition  and  was  one  of  the  most 
complete  of  its  kind  ever  conducted  by  a  store.  It  lasted  two 
weeks.  About  twenty  industries  and  processes  of  manufacture 
were  shown  in  detail.  A  considerable  number  of  them  were 
local ;  others  were  from  various  cities. 

In  one  exhibit  was  shown  every  step  in  the  making  of  an 
umbrella;  in  another  part  of  the  store  a  man  and  a  boy  were 
making  wicker  rocking  chairs.  Then  there  was  a  booth  where 
a  workman  was  gilding  and  burnishing  picture  frames,  and  an- 
other where  plaster  casts  of  Indian  heads  were  being  painted. 
The  most  important  exhibit  was  one  where  the  process  of  making 
cut  glass  was  shown.    This  consisted  of  two  cutting  frames  with 


62 


SALES  FLANS 


workmen  transforming  plain  glass  vessels  into  rich,   sparkling 

cut  glass. 

There  was  a  silk  loom  weaving  black  taffeta  silk— an  en- 
velope-making machine,  folding,  gumming  and  pasting  envelopes 
—an  automatic  pin-ticket  machine,  which  cut  a  ticket  from  a 

EXPOSITION  GAZETTE 

BALTIMORE'S  BEST  STORE 


Vol.  I 


WEDNESDAY.  SEPTEMBER  27.  1905 


No.  9 


A  Stpt*mb*r  Colloquy 

S*ld  Mr.  BaMttln  Apple 
To  Mr.,  fcrtldt  Par. 
"  You'r*  frowing  very  plump,  Bjd«^ 
Aad  aSw  rrtj  f«ir. 

"  And  then  l<  Mit.  Obifttosc  Pticb. 
So  mello«Kl  by  >••«  »"<■ 
Upon  my  word,  khr  rrally  lo 
Quite  gond  cnou(b  lo  rat. 

"And  »a  th«  Miawt  Cr.b»pDl« 
Hart  bluahed  m  roiy  rM 
TiMt  »«ry  ioon  tli»  Jnrtuer  •  wUo 
To  pluck  tk<n  wUI  W  M. 

'Ian  M*  tkc  lubellu; 

Tlwy'ri  |T0">nf  •«  "P"' 

Tliu  tlwy  rMlIy  irr  b<|innin( 

To  t<t  purple  in  tlio  lace. 

Our  hapry  time  la  over 

For  Mr     "^ — 

lya  thr 
Prcacrving  t 


ji.  Crrrr  Ca««  Ptoui 
o  nor 


For  m*. — 

Say*  thr  knowa  unto 


-  Vn."  aaid  Mra.  Barllott  trnt, 
**  Our  day  i»  almoat  o'er. 

And  aoon  n  akall  be  nnolkcriM 
la  ayruf  by  Ike  acore. 

And  kelore  Ike  monlh  waa  ende* 
Tbe  fruila  that  looked  to  fair 

Had  ranieked  (lom  amonf  the  leave* 
And  Ike  Ireea  were  atripped  and  bare. 

Tke»  were  all  of  them  in  pickle. 
Or  ia  toiM  dreadful  Krape. 

-  I'ai  cider,"  ai«hed  Ike  apple: 
"  I'm  jelly."  cried  Ike  frape. 

Tkey  were  all  in  jar*  and  bonle* 

Upon  tbe  ahelf  arrayed: 
And  in  Iheir  midal  poor  Mr*.  Quine* 

Waa  turned  lo  marmalade. 


the  little  enterprise  »t  Fordham,  N.  Y., 
where  the  first  iltempl  at  Uce-ctirtain 
nuking  in  this  country  was  made.  Much 
difficulty  was  encountered  in- setting  up 
the  machines  and  in  securing  skilled 
hands,  as  well  is  in  finishing  the  cur- 
taini  «o  compete  with  the  English 
product  . 

These  difficulties  have  now.  to  a  large 
extent,  disappeared.  Within  the  twenty 
years  thai  have  elapsed  since  the  first 
machine  was  set  up,  twelve  laceciirtain 
plants  have  been  esublished,  and  the 
manuCacture  o(  Nottingham  lace  cur- 
tains can  now  be  counted  among  our 
most  firmly  intrenched  industries.  In 
England  the  manufacture  of  lace  cur- 
tains has  been  confined  to  the  city  of 
Nottingham,  while  in  the  United  States 
the  industry  hai  scattered.  It  is  found 
in  four  cities  in  Pennsylvania,  namely: 
PhiUdelphia,  Wilkes  Barre,  Scranton, 
and  Columbia;  in  Tarifltville,  Conn. ;  and 
one  or  more  machines  have  found  their 
way  to  Texai. 

The  lace  curtain  machine  is  more  com- 
plicated in  its  construction  and  working, 
probably,  than  any  other  machine  knowij 
to  the  textile  industry  Its  cost,  landed 
in  this  country,  vanes  from  |4.<»0  to 
|6,cioa  There  is  no  machine  so  easily 
put  out  o(  gear;  there  is  none  so  intri- 
cate in  the  deuils  of  its  mechanism,  or 


the  goods  in  the  manner  best  suited  to 
the  particular  market  for  which  they  are 
intended.  In  this  country  all  the  lace- 
curtiin  plants  finish  their  own  poodi.  In 
a  mill  with  a  daily  output  of  3,t30  oaira 
of  curtains,  ranging  in  price  from  JO 
cents  lo  $400  a  pair,  and  m  patterns 
showing  every  variety  of  light  and  heavy 
effects,  the  difficulties  in  the  way  of  se- 
curing uniform  finish  are  very  great. 
The  trimming-room  receives  the  good* 
in  the  piece,  where  they  are  cut  up  into 
half  pairs,  scalloped,  taped,  or  lock- 
stilched  and  folded.  When  arranged  m 
pairs  of  rights  and  lefts  and  properly 
packed,  the  curtains  are  ready  (or  the 
market. 


A  tamptt  eari—hvo  fatrt—et  Clmg 
Sofktl  Ftulmtrt  will  be  g it-e*  tvmorram 
(Tkurnlcy)  lo  ntk  fmrckairr  m  Ike 
Solion  St<Ho». 


'•CCINO     BALTIMORC 

An  Automebll*  Trip 

It  is  not  likely  that  one  native  Balti- 

morean  in  five  is  fully  acQiiainted  with 

the     poinu     of     interest— historic     and 

otherwise— of  the  city.  .... 

Folks  who  have  lived  here  all  their 

lives  are  as  much  surprised  as  stranger* 

at  what  IS  pointed  out  to  them_  during 


ABOUT  LACE  CURTAINS 

The  original— and  only— curtains  to 
«hich  the  name  "lace"  absolutely  ap- 
plies, are  Nottingham  Lace  Curtains, 
which  are  woven  entirely  on  a  machine 
Brussels,  Arabian,  and  Renaissance  cur- 
MiM  are  made  by  sewing  designs  of 
heavier  material  on  a  loos«  net  fabric. 

Since  the  invention  of  the  lace  ma- 
chine, in  l8og.  Nottingham,  England,  has 
been  the  most  important  centre  in  the 
world  for  the  production  of  lace  curtains^ 
Formerly  our  entire  supply  was  obtained 
thence,  but  since  1885  a  considerable 
quantity  of  this  class  of  goods  has  been 
manuficlured  in  the  United  Stale*.  The 
first  attempts  made  to  esublish  the  man- 
ufacture of  Nottingham  curtains  in  this 
country  were  attended  with  many  diffi- 
cnllies.  Everything  militated  against 
the  success  of  such  an  enterprise.  Not- 
tingham preserved,  carefully  sealed,  al- 
tnosl  everythinjt  that  was  known  about 
lace-making.  The  machines  and  all  their 
intricate  parts  were  made  there,  and 
there  alone;  nowhere  else  could  work- 
men be  found  who  knew  how  to  operate 
them,  or  designers  and  draughtsmen  lo 
prepare  the  patterns  for  the  machine,  or 
trained  help  to  handle  the  product  from 
start  to  finish      Nottingham  had  had  the 

industry  all  lo  herself  for  over  half  a 
century,  and  had  grown  rich  and  haughty 

on  the  results.     The  outsider  could  only 
•  hope  to  learn  the  w*y  of  it  after  years 

of    hard-won    experience     It    w»s    iiot. 
.therefore,  a  very  encouraging  outloMc  lor 


cate  in  the  deUils  of  its  mechanism,  or  |  ^^^  two-hour  lour  on  the  big  "  Seeing 
constructed  to  do  such  variety  and  such  ,  g,),;,^,,  ••  .ulomobile  that  leaves  the 
delicate  character  of  work  It  weighs  ]  ^^^^^  ^^-^  ,^„y  ^^ 
about  four  tons,  and  varies  in  widtn  \ve  cheerfully  gave  the  company  oper- 
frora  240  to  400  inches.  The  gauge  ol  |  ^^.  ^^^^  automobile  permission  lo  make 
the  machine  determines  its  ""«"'",  our«iore  their  tefiinus.  for  we  feel  it 
Thus,  a  lO-point  machine  means  10  car- 1  ^  j,„|„,  ,(,  ,„i„  ,„  helping  Baltimore 
riages  (each  carrying  a  fine  "x^of  i  people  to  a  better  knowledge  of  their 
thread)  to  the  inch ;  so  that  in  a  3»-  j  ^^^  ^j  ,„<i  j„  i^iin-  visitors  know 
inch    machine    there    are    a36o   threads, ,  charming,  beautiful  place  Balti- 

around  each  of  which   the  warp  yarns  P^'  .J 

are  twisted  with  each  motion  ol  the  ma-  ^^^^  ,„iomobile  starts  from  in  front  of 
chine.  There  are  »!*»>•  "';««.»"<',^  I  our  Uxington-strecl  door  every  week- 
many  cases  four  yams  entering  into  the  j  ^^  ^^  •  ^  ^^j  ,  p  „  The  points 
construction  of  the  """""-"^^X  of  interest  in  the  city  are  visited  and  ex- 
warp,  spool  and  extra  beam— and  the  .^^^^^  ,„j  ,  ,„„  j,  made  through 
capabilities  of  the  machine  are  such  as  t  .  j,.||  p^^  Passengers  are  re- 
10  make  it  possible  to  produce  »**»•);  O'!  ,„V„ed  to  the  starting  pon.l  or  left  at 

more  different  classes  of  «<>«  Thf™  „„  point  ihey  designate  along  the 
are  about  175  l«ce-curtain  machines  in  the  I  jny    l~_.  7.     . 


are  aooui  1/3  i«v<;-,.«,.- — --  —  :  , 

country,  distributed   among   twelve  dif- 1   ---.^    ^ 

ferent  plants,   reprtsenting   a  caoiUl   to  I  sale  m  ine     

the  amount  of  nearly  $3,000,000.  The 
average  production  per  machine  runnmg 
20  hours  (which  it  is  necessary  to  do  in 
order  to  bring  a  profiuble  return)  IS 
from  25  to  400  pairs;  according  to  iiie 
and  complexity  of  pattern 

After  the  lace  leaves  the  machine  it 
goes  to  the  mending-room,  where  it  a 
carefully  examined  for  imperfection*  ^ 
The  searching  requires  a  trained  eye.  and  1 
the  mending  demands  skilled  needle- 
women Next  comes  dressing  or  starch- 
ing, which  represent*  a  most  important 
part  of  the  finishing  process,  as  much  ol 
Ih*  attractiveness  of  the  curtain  depends 
upon  its  soft,  smooth  and  supple  tex- 
ture In  Nottingham  the  maker  of  cur- 
Uin  does  not  finish  them,  but  sells  them 
"  in  the  gray,"  the  finishing  being  done 
by  concerns  specially  organised  to  treat 


The  fare  is  $1.00— tickets  are  on 


"SHOES.  UNLIMITED" 

Tkii  nrnftmy  tnnntu  ttat  • 

it  «#«ria(  ttr  fU  Ml 

CAPITAL  STOCK 

I*    any    woman,  ./irl    ae    »*»    to 
BaiiiiMre. 

BIG  DIVIDENDS 

tt  ctmltrt,  aaruteMan.   *"d 


are 

rtn—t  every  da» 

Tkird  Floor 


piece  of  cardboard,  printed  it,  put  in  a  wire  staple  and  attached 
the  ticket  to  goods,  all  in  one  operation.  Beside  a  big  power- 
loom,  turning  out  Turkish  wash  cloths,  sat  an  Armenian  la- 
boriously weaving  on  an  old-fashioned  hand-loom. 


EXPOSITIONS  63 

Then  there  was  a  book-bindery,  a  shoe-lasting  machine  with 
a  workman  nearby  sewing  welts,  card-plate  printing,  candy  mak- 
ing, lace  curtain  making,  furs  and  fur-working,  woven  silk  pic- 
tures, an  exhibit  of  vici  kid,  etc.  One  of  the  most  popular  ex- 
hibits was  a  Linotype  from  one  of  the  local  newspaper  offices. 


EXPOSITION    GAZETTp 


ma'U  pHmt  'tm  " 


EXPOSITION  GAZETTE 
A  Journal  of.  for  and  by  the  People 


PuausHiD  CACH  Weekday  at 

HOWARD  AND  LEXINGTON  STS. 

Baltimore,  Marvland 


IDITOSS  AND  PUiLISHiaS 


SuiscaiPTioH  Paici. 


Nothing 


Tuesday,  SgpxEMBER  19.  1905 


CROOKED  PERSPECTIVE 

With  the  advent  of  the  fall  season, 
hundreds  of  young  men  are  entering  the 
vestibule  of  real  life.  Some  clamor  for 
the  full  brightness  Ihey  fancy  lies  lie- 
yond  the  entrance  door;  some  dream  of 
fantastic  betterments,  when  once  they 
get  a  chance  to  rule  the  illumination. 
All  take  themselves  seriously— and  thai 
is  well. 

Life  is  a  scriqu*  proposition — real  life. 
The  average  life  seem*  frivolous  or 
puerile— but  we  are  not  the  final  judges. 
Who  knows  wlut  laggard  may  wake  up 
sarhen  Opportunity  knocki? 

It  isn't  so  much  that  the  young  man 
can  do  little  for  years.  It  c"'cems 
humanity  that  he  does  not  do  lu.m. 

Don't  gel  crooked  perspective:  don't 
swrofigly  weigh  values;  don't  take  "suc- 
cess" as  the  true  measure  of  things. 
Prove  all  things.  The  success  that  lasts 
gives  the  lie  to  a  thousand  so-called 
brilliant  winners. 

There  are  not  different  kinds  of  good. 
Don't  forget  that 

It  made  a  man  shudder  to  hear  a 
business    .lun    say    that   a    well-known 


great  lawyer  couldn't  win  a  certain  civil 
cuit  for  him— "it  doesn't  call  for  that 
kind  of  a  lawyer."  What!  are  there 
"  kinds  "  of  lawyers  ? 

A  wholesale  house  sold  "pounds"  of 
yam  that  weighed  from  laH  to  15 
ounces.  One  man  said  yam  was  lold 
by  Troy  weight  It  sounds  more  like 
Sing  Sing.  A  manufacturer  who  puts 
out  goods  for  anybody  under  a  lying 
brand  is  not  clean. 

Beware  of  crooked  perspective. 

In  private  and  public  business  there  is 
•  growing  premium  for  probity. 

^Int  of  VIeva 
TIm  fam  boy  fared  on  the  gray  caakicr. 
And  laooght,  at  entranced,  he  linfered  near  I 
*yLandl  would  Ibat  1  that  job  could  hold — 
To  stand  all  day  and  juat  count  (ofd." 

Tkc  gray  caahier,  from  bis  dull  employ. 
Viewed  tbe  Unbrown  cbtefcs  ol  tbe  awkward 

boy. 
And  muacd;  "  It  anmld  be  aav  dcareat  wlah 
Could  I  ba  Ibat  boy  and  (o  ok  le  tab." 


AMONG  THE   EXHIBITS 

While  you  are  uaiching  the  Linotype, 
be  sure  to  stand  at  the  back  of  the  ma- 
chine and  see .  the  matrices  go  home. 

A  Wicker  Rocker  will  be  sent  to 
nearly  every  house  where  Jhere  is  a 
little  girl,  after  mother  sees  how  it  is 
made. 

Gilded  Picture  Frames  aren'i  a  bit 
pretty  before  they  are  gilded.  It's  an 
instance  of  "fine  feathers  make  fine 
birds" 

.^  girl,  looking  at  the  Linotype,  said: 
■  Oh.  he  touches  one  little  place,  and  it 
does  all  that  \ " 

Sewing  the  braid  on  the  net  to  make 
Renaissance  Lace  Curtains  is  a  rather 
simple-looking  operation  But  who  knew 
hou  it  was  done,  or  that  is  was  done 
at  all  ? 

A  few  strokes  with  a  brush — and  the 
know-how— and  placid-looking  Indian 
faces  become  almost  terrorizing  in  ap- 
pearance. . 

Be  sure  to  see  the  Shoe-Lasting  Ma- 
chine     It  is  an  astonishing  thing 

Three  of  the  books  that  are  being 
bound  are:  "Laddie."  '•Sweetness  and 
Light,"  and  "The  Greatest  Thing  in 
The  World."  There  are  a  number  of 
other  title*. 

K  great  many  people  inspected  the 
Furs,  and  watched  the  Cutler  and  the 
Sewer  at  work. 

The  Turkish  Loom  acts  as  though  it 
was  bent  on  accomplishing  a  great  deal 
quickly.     It's  noisy,  but  it  does  things. 

Umbrella-making  is  interesting.  The 
first  umbrella  made  here  was  bought  by 
a  man  who  watched  every  step  of  the 
process. 

The  Card-Plate  Printer  is  an  amaz- 
mgly  dexterous  young  man.  How,  with 
ink-covered  hands,  he  can  avoid  soiling 
the  cards,  is  almost  a  mystery.  But  he 
does  it. 

The  Glass-Cutters  have  steady  eye* 
and  steady  hands,  and  cut  intricate  pat- 
terns without  a  mistake  or  slip,. 

Olv*  th«  Best  That  I*  In  You 

The  best  lesson  in  culture  is  to  leam 

lo  give  the  best  that  is  in  us  under  all 

circumstances.      He   who   is  master  of 

himself  .will    be  able   to  command   his 


FOR   SALE   COLUMN 

.i>po    yaidi  %f    heaulilul    Satia-Stri^ 
Silk,    lu   the   vcry'neweat   coloriaaa   a« 
«i«ns.     *i.»s  .  T.rd.     FIRST   FLOOB 


Imported  Scotch  Plaid  Dre 

FigsT"g£b<J^''   *"^  ""   *■••"  ■"* 

Women  who  want  Velvet  Gownt  wtU  be  ala4 
lo  know  that  a  limited  qaanuiy  of  rkk 
Black  Silk  Velvet,  worth  Si. 7c  a  yard,  to  i* 
go  for  li.io  a  yard.     FlttST  Flboj. 


Cushion   Tops   and   Centrepieces ;   entiraly 
deaiana     .sc.     THIRD  FLOOR. 


Hedebo    Work    ia   ncwcat    in    Art    Ewbroadcrr. 
Ceolreoiecea,    50c.     THIRD   FLOOR. 


tS.oo  Black  Silk  PeuicoMa,  Ij.**.  Made  wi* 
two  cluiten  of  tncbiM,  aad  atiiiiM 
THIRD  FLOOR.  ^^ w.-.-^ 

Children's    Cream    Silk    Cau,     soc._7«c.    a«i 
_  <'.oo — unusual   values.     THIRD    FtOOR. 

I2^c  for   ijc  Fleeced  Down  Ontina 
FIRST  FLOOR. 

asc  Turkish  Towela  aott  aad  abaarbcu — inc. 
FIRST  FLOOR. 

Printed  Sali|K>-;jiew  foU  deaifna.  laKe  a 
yard.     FIRST  FLOOR. 


Women's  All-Linen  Initial  TTiniBiiiibMfa     *-* 
FIRST  FLOOR.  ^^ 


■  sc  'or  ssc  to  soc  Stock  CoUara.  Swia* 
Embroidered,  in  Brodcric  Anctawe  egactL 
■  a  styles.     FIRST  FLOOR.^^^ 


Cavalier  Kid  Glovea  for  Women.    Si. 00 
$1  ss   value.     FIRST  FJOOt. 


FaB 


Boys'  Fall  Suits,  *s.oo.     Suae  a 
of  pants.    SECOND  FLOOR. 


ts.oo    for   Thick,    Warm    Sweaters    for   Bays. 
Plain    White,    '^'--'    "  -     ■■     ■     -' 

net,    Bff 
FLOOR. 


a    White,    Oaford    Gray,    Cardinal.    Gai^ 
net.    Bottle    Green,    and    Black.      ^COMD 


Pretty    Back 
Fancy  Top. 


tl.aa 
FLOOl 


FIRST  FLOOR. 


a    pair.     Wl* 


Gunmctal  Lorcnctte  aad  Fan  Chains  aet  wiA 
as  rrnlala.     fa-SO  vnlna  for  ti.ao.     FIRST 


GoldPUtid      Nathcraola 
FIRST  FLOOR. 


Bracdaa.      |i.aa. 


Fantana    Bella— a    aovally 
FIRST  FLOOR. 


|t.aa. 


powers   at   all   times.      No  matter  how 


distracting  his  surroundings,  how  un^ 
fortunate  the  conditions  under  which  he 
works,  he  will  be  able  lo  focus  his 
powers  completely  and  to  marshal  them 
with  certainty.  If  things  go  hard  with 
the  self-maslered  man,  he  will  be  able 
to  trample  upon  difficulties,  and  to  use 
his  stumbling-blocks  as  stepping-stones. 

If  a  great  misfortune  overtakes  him, 
he  will  simply  use  it  as  a  startinf-point 
for  a  new  departure,  a  turning-point  for 
more  determined  endeavor.  He  may 
even  be  weighed  down  with  sorrow  or 
suffering  under  discouragement,  but  he 
always  starts  anew  with  redoubled  de- 
termination to  do  the  thing  he  has  set 
his  heart  upon. 

The  power  of  self-subjection  of  a  de- 
termined soul  is  alitiosi  incredible.  Im- 
prison him,  and  he  writes  a  "Pilgrim's 
Progress ; "  deprive  him  of  his  eyesight, 
and  he  creates  a  "  Paradise  Lost 


Vaaily  BafB.     tiaa  to  Ss-oa 
Uoaally  good  -nlmt.    FIRS' 


AO  arc 
IT  FLOOR. 


Evtaina  Faaa— an   cxtcaaiva  aaaonaaaL 
to  irt.ao.     FIRST  FLOOR. 


H« 


A  Shaipla  Uae  of  Fine  Mualia  Underwear  at 
much  Icaa  tbaa  rcgulae  pricaa.  TRIRO 
FLOOR. 


Point   Gate   aad   Iriab   Crochet   Lace    Stocks 
a}C     Worth  jsc  and  sac.     FIRST  FLOOR. 


Punjab   Silk   Neckwear   for   Men   b 
-      sac     FIRST  FLOOR. 


A  pair  of  pretty  Miniature  Rubber 
Shoes  or  Boots  will  be  given  witii  each 
pair  of  shoes  purchased  during  the  tw9 
weeks  of  the  Esposiliou. 


As  an  educational  factor,  ll)^  Exposi- 
tion of  Manufactures  is  of  very  great 
imporunce  to  the  city 


A  Bargain 

Mark  Antony  had  just  joined  his  forct 
in  battle  with  Octavius.  When  the  news 
was  carried  to  Oeopatra,  the  bir  Queen 
wa.s  beard  to  murmur : 

"  Oh,  what  a  lovely  bargain  ? " 

"A  bargain  ? "  inquired  one  of  her  gen- 
erals. 

"  Yes,  indeed,"  >he  replied,  "  it**,  go- 
ing to  be  a  ca*e  of  Mark  dowa* 

And  the  officer  was  promptly  bebcaded 
for  laughing. 


Experience  U  not  onl^  a  severe  teach- 
er, but  a  slow  oa&  for  )u*t  a*  a  man  be- 
gins to  leara  nicely  he  is  old  enough  M 


This  was  kept  busy  setting  name  slugs  for  everybody  who  wanted 
them. 

Whenever  the  nature  of  the  goods  would  permit  a  special 
bargain  was  offered  in  the  goods  at  each  exhibit.    For  example, 


■  'I 
i-1 


*,      I 


r 


•  r 


1     I 


g^  SALES  PLANS 

a  regular  $I75  umbrella  was  made  at  that  exhibit  and  sold  k>r 
$1  oo  The  silk  loom  was  turning  out  75c  goods  and  this  (and 
other  silk  of  exactly  the  same  grade  from  stock)  was  sold  at 
48c  At  the  cut  glass  exhibit  bowls  usually  sold  at  $5.00  were 
priced  at  $2.90,  and  so  on  throughout  the  whole  exposition. 

EXPOSITION    GAZETTE 


EXPOSITIONS 


65 


THE 

FALL-SHOES    FAMILY 

OF  PATHFINDERS 


EVERY  WOMAN. 
GIRL  AND   BOY 

llM     raa*   til*    kT-w*T*    •*     1^ 


•ILKUOOM  I  rUM   AND   rU..WO„K.MO 

On  thii  loom   Bl.ck  T.ff.ta   S.Ik   » , '"    ^^^^^  ,^,   pur   Piecei  »re  Uken  U 
tcinc  woven—*  very  inur«ting  t«hibu    ^^^^  j^hibit.     Th«  furs  dMired  miy  b« 

,4Ar    EXPOSITION    OFfER/A'C-   „i„„d  from  thow  shown.  »nd  the  cul- 
Tk,  Silk  wovtn  on  tku  loom,  mi  '"*£' |  „ng  and  «w.n«  w.U  b«  <»°"'  ■«« 
nU  ol  t*ac>ly  tk*  nm*  grad*.  «<  «8ci        ^     EXPOSITION     OFFERING-. 
a  yari    Rtgnlaf  frui  u  75*   ._  ,_  U  largf  PilUm,  Mulf  and  a  Throw,  mtU 
"'"  •  -rkm  r\^\"f'^l^g^  Blut-Cray  Natural  SqmirrtI 

WOVtN  SILK   WCTUWM  U,joo  _,„^  ,^. 


CHARGES  ARE 
VERY     SMALL 

•     mk  llM  Mrrin  Ikar  f<n- 
Os  dM  TkM  riMr 


Two  h»nd»oiiie  ind  »trikin«  P'"""?- 
wovtn  in  .ilk.  They  illu»tr.t.  .ilk  cul- 
ture, •nd  the  »*rioo»  »t»p.  <n  the  pro- 
greu  ol  .ilk  nuking.  _ki«  Floor 

1  MAKINQ  UMBRttLA* 

Fmm  C««  Bmktri,  BaUmort. 
Even  .tep  in  the  making  of  in  om- 
brelb  u  riiown. 

AN  EXPOSITION  OFFERISG- 
Fine  T»f*-EdttUmbr,Ucs  lor  *f« 
and  Womtn—m»dt  ktrt—at  »« oo.  Ktf 
.far  fnt*  it  $1 7S  _pj^  r^. 


U»T  OP  EXHIBITS 

IN   THI 

Exposition  of  Mtnufactures 

»T 

•ALTIMORES  BEST  STORE 

|«,M«n|bn  IS  M  29.  190$ 


•BWINO  AND  BINOINtt  BOOKB 
F,.«   H,.ry   /«"— '  C...   riM'ltkl*. 
One  young  woman  »ew.  together  til* 
OcTk,™-  5c  book,    while  another  en- 
case, them  in  ooie  '"'h"  "«;^„ - 

AN    EXPOSITION    OFFERING- 

Thtu  boelu  *t  ty     Uttular  fnct  U 

30C  -S«m4  FtaM. 

BHOB-LABTINO  MACHINI 

Fr>»  CUmtm,  *  ■•»  S»««  *"«    <^*- 
Btittmara. 


Everything  that  cm  be  op«.ted  will 
be  in  operation  every  <Uy  ol  the  two 

week. 

MAKINO  COT  OLABB 
tnm  0-»«  CUy  C.i  Cfu  C.  tt-UMt^ 

Two  Cutting  Frame.,  with  men  tranv- 
lorn^  -blanks"  or  plam  gl.»«  '«•; 
iil™i?to  the  rich,  .parkhng  cut  gU*. 
that  everybody  i.  glad  to  ""^ 

AN  EXPOSITION  OFPEKINC- 
Handjomu  Cut  GUM  BowU.  1  Ufla 
R«|iiJar  trie  u  H-<»_,  ,^  ^  tmtmat.' 

CNVBLOPB-MAKINO  MACHINK 

Highland  Unen  Paper  »  "«^ .  jj)^ 
•BMloDe.  in  a  twinkling— folded,  | 
«mm?d  and  p..ted  «  rapidly  <*«  f^l 
STcan  hardly  follow  the  ^"W* 

AN  EXPOSITION  OFFERING-] 
Bom  ol  M  nwlot4t-m»dt  on  Iht  ma- 

Jtfgntor  tfict  it  ay.  _,j^  ,^ 

TURKIBH  TOWtU  WBAVINO 
PnmSi*r&  cr«»«  urn.  C,  rmOaifkio- 

K  native  Armenian  U  weaving  on  an 
nld-laakioncd  hand-loom. 

AndVpower-loom  i.  rattling  away  M 
M  to  Ule  depended  oo  it.  tumiijg  ool 
TufWrt  wSfcloth.  at  a  «««  "'i:,,^. 
iJ  t^uMcMJU   tkt    4>rt   Srinf  pvtn 


A   young   woman   i.      oipiFi..^ 
Bon.— a  deliciou.  looking  operation. 

^JV  EXPOSITION  -OFFERINU- 
Bon  Bont—auorted  Attvori—a*  JOc  « 
fomni.    Rtp^  P^'  "  SO'_Fto«  rw« 

AUTOMATIC  PIH-TICKBT 
MACHINE 

"-'•-— &^/sK.  """"*'•■• 

Thi.  machine  cut.  the  ticket,  from  a 
.heet  ol  cardboard,  print,  't-  P«»  »  »h« 
wire  .taide,  and  attache,  the  ticket  to 


1     Everybody  will  want  to  *tt  thi.  ma- 
chSi  whicfi  doe.  it.  work  aImo.t  hu- 
"•oiTa  b«Kh  nearby  .it.  .,r°L^ 
^  viewing  welt,  for  our  $a9f  Shoe,  lor 

A    young    woman    i.   "  dipping "    Bon  |  „„„„.  _^ 

MAKING   WICKER    ROCKERB 
Fr«   Corrio*.   om*    !".>    Co..   »oll«-»r«. 

A  man  and  a  boy  are  bu.y  making 
Wicker  Rocker,  lor  «•»'<•«"■  ^„,„- 

AN  EXPOSITION  OPFERINC- 
Ch,Urn>  W.ck^  Rocker,.  ;«*"*'' 
bHnt  mad:  •«  »I "»  «'«•'"  '""  " 
S'75-  — Tkli4  Fl««. 


MAKINO  LACE  CURTAINB 


wTe  .taii;    «^d  "(ache,  thi  ticket  to  MAKINO  LACE  C""^"  "• 

;;;:d.Xi;.  one  op«r..io..  _,^  ^    ,„.  CUk.  C..«<.  W^k..  ""^'^J^ 
'"■  1     Renaiaunce  Lace  Curuin.-hand»in« 


CAR»rLATE  PRINTINO 
rnm  W,at-*  *  Co..  BMm-,. 


]  oAci — are  being  nuoc 

F««  ITHWoorf  *  Co..  BMrn.".  \  K„uU,ant,  Lac.  C""»»'p"«*f  *  ,^ 

Printing  vUitin,  card.  lro»  cw;  ,  „.«/..«,  «' ^  f^J-./^jli  J^!,^lTi  ^1 
plale^-a  proce..  that  "exactly  the  re-  "^Sa  J^^'^^^J'^  ,,„,  ,.«r  it  f 
wvt  of  printing  from  type.  iwf»  »f'»r  ?'«'£••  ".  ,     „.,..  .■.._ 

/1W    EXPOSITION    OFFERING- 
«a   C«fd^    »nii«rd    from    ptrioni    amm 


M  S7  so.    T»ry  cannoi  at  oci-r'.-  .  —  - 
^AINTINO  INDIAN   HEAOB 

Fro-   Ci.«..*  »or««i   *   SOM.  •*»««". 


Deftly  and  »"»«'«*"''•,  5'*':",  ""liJ! 
.i.itrr  catt.  are  converted  into  tn« 
Blaster    can.  ,?■«*,  ,_.,..„  Wirnari 


MEROENTHALER   LINOTYPE 

F^.  ra.  .«.*..  H««.  »--—•    ^  t"'."o<S'.:i  H^aVoT'lndan  Wa-rriiVI 
Invented  by  Ottmar  Mergenthaler.  of   J^j,,    .^j    jj    „,Kh    to    decoratwn    of 
Baltimore,  thi.  marvelous  machine  .eu    j^„  „,  <.<,,,  corner.  ^, __„,„-. 

tvpe-or  rather  type-matrKe^  casu  the  EXPOSITION    OFFERING- 

S^^l  letter,  in  one  »lid  !«««•»"'»'*  !  p^,ud  Indian  Hfodt  .1  SOC-    «rgi.l.r 
turn,  the  matriee.  to  their  proper  places  ,  ''•^J'-  ^^ 

'"""..r"  TT  _:.u__.  .w.«ikililv  Ol  mi^  I  '""  "  '*^'  _»««rta  Fbw. 


turn,  the  matriee.  to  their  proper  puc<>, ,  •  -     . 
4JSdi™wd  without  poMibility  ol  miv  1  >•«»  "  yS' 

•^ve  yoor  name  Kt  up  and  cart  on  a 
Unotype  ilng-if »  Irec      _.^^^  ^^^ 


EXHIBIT   or  VWI    KIO 
F».  lto».«  H.  r.ard.'^.  i—w**^ 
Do««.of.  fin.    KidAij*^  in    bl«W 


— Fovftk  Fbw. 

PICTURE-rRAME  OILDINO 
rnm   Btltimtrt  Art  Co..   BaHimTt. 
A  workman  i»  gilding  and  burni.hin« 
Picture  Frame.— «e  how  it  i.  done. 
AN    EXPOSITION    OFFERING- 


wh^dVii  "z  «^^r..  '"«"^  i2.nr^^-  i  ..-..J. 

"or  5o2!S.-.  ind  children. Jh«^  ^.\*^' "  ***  -f-*  '^• 


a  breezy  four  page  sheet,  H'A^Syi  in  size  and  was  edited  by 
Mr.  Harman  Stewart,  the  Advertising  Manager  of  Hochschild, 
Kohn  &  Co.  There  are  reproduced  here  a  number  of  representa- 
tive pages  of  the  Exposition  Gazette,  showing  its  typographical 
makeup  and  giving  a  very  good  idea  as  to  the  nature  of  its  read- 

EXPOSITION    GAZETTE 


LACE  CURTAINS  &  PORTIERES 

ANNOUNCE 

ThM—»Uktttk  tkt  tmetttu  fruit  U  tlttmui  ?tm*i  1  tkt  ktHtm  tf  tW 
kmtkti.  tkt  kttHotUmg  tftUi  o»  fttckti  or  fklwu  art  timtt  mrtriokly  of  tkt 
»■»  mack  ke—lj  it  mmUmt  tt  kt  ttn  M  Ikiir  ktUamrUrt.  «a  tkt  ftmrik 
FUtr. 


Lift  ■  Century  Ago 
One  hundred  years  ago  a  man  could 
eot  take  a  ride  on  a  steamboat. 

He  could  not  go  from  Washington  to 
New  York  in  a  few  hourt 

He  had  never  seen  an  electric  light  or 
dreamed  of  an  electric  car. 

He  could  not  send  a  telegram. 

He  couldn't  talk  through  the  telephone, 
and  he  had  never  heard  of  the  hello  girl. 

He  could  not  ride  a  bicycle. 

He  could  not  call  in  a  itenographer 
and  dictate  a  letter. 

He  had  never  received  a  type«cntten 
communication. 

He  had  never  heard  of  the  germ  theory 
or  worried  over  bacilli  and  bacteria. 

He  never  looked  pleasant  before  a 
photographer  or  had  his  picture  taken. 

He  never  heard  a  phonograph  talk  or 
•aw  a  kinetoscope  turn  out  a  priie  fight 

He  never  saw  through  a  Webster'. 
Unabridged  Dictionary  with  the  aid  of  a 
Roentgen  ray. 

He  had  never  taken  a  ride  in  an  ele- 
vator. 

He  had  never  imagined  such  a  thing  af 
•  typeKtting  machine  or  a  typewriter. 

He  had  never  uMd  anything  but  a 
ivooden  plow. 

He  had  never  Men  hi.  wife  u.ing  a 
•cwing  machine. 

He  bad  never  struck  a  match  on  hi. 
|>ants  or  anything  else. 

He  couldn't  take  an  anesthetic  and 
luTC  his  leg  cut  off  without  feeling  it 

He  had  never  purchased  a  lo-cent 
magazine  which  wo'ild  have  been  re- 
carded  as  a  miracle  of  art. 


Bill  Johnaon'a  Opinion* 

l'v«  ollu*  Botissed.  fcllen, 
Bk'o  o  riiky  thinff  to  do 

To  kollnUtc  occordin* 

To  bow  tfaingt  looks  to  you. 


Tke  man „_ 

Don't  help  you  upbiil 


I  ulks  the  niccot 

„clp  you  upbiil: 

The  one  'at  prays  the  loudest 


Don't  allui  pay  ka  MU. 

Sooottmea  the  bicgcsl  iabcs 
Bites  the  smallest  Unda  o* 

An*  micfaty  ualy  wiannia 
Can  make  tnc  beat  o*  Mat) 


baitii 


Tbe  smartest  looldn*  icDcr 
,  May  be  >  ra'lnr  {bol. 
Vou're  alios  kicked  Ibc  ki(bcal 
Br  tke  meekest  looUn'  mule. 


A*  Tnw  •■  Ooami 

Sociability  is  of  the  kmiI:  the  cat  and 
the  mouse  are  together,  but  they  are  anl 
WKiaL 

The  individual  who  climbs  to  fame  ant 
fortune  over  the  daonlders  of  other,  mat 
look  down  on  their  hatred. 

Some  girl,  who  profes.  to  be  highly 
educated  have  nierdy  been  immerwd  ia 
a  weak  wlution  of  accompiidunent.. 

None  %a  little  enjoy  themselves  and  are 
Mch  burden,  to  themKlve.  a.  thou  who 
have  nothing  to  do.  Only  the  active  have 
tbe  true  reluh  of  life. 

Practice  patience,  laid  Rndcin.-  I  caa 
tell  you  that  it  requires  nearly  as  modi 
practicing  a.  music ;  and  we  are  continu- 
ally losing  our  leuons  when  the  maMer 


He  wa.  loving,  but  very  bashful.  Ha 
sax  two  full  yard,  from  tbe  girl  of  haa 
choice.  "Tom."  die  Tcntured.  'yon 
have  been  a  new.paper  writer  for  Mine 
time?"  "Yes.  darling."  he  responded 
proudly.  "Then  why  don't  you  follow 
the  motto  of  your  profeuioo  ? "  "  Tha 
motto  of  my  profesuon? "  "  Yes:  '  Fil 
up  .pace.' "  And  he  foUowtd  the  \ 
right  there. 


DRESSGOODS,  SILKS  &  VELVETS 

PURVEYORS  TO.REFINEIMENT 
Aud  rttnememi  it  /ooWonoMo  <ku  m«m»— oofUof  it  " load,"  or  imUt 
Tkt  tmltrpritiut  *rm  tf  Sitkt,  Drtttftit  «-  Silk,  kta  fatktrtd  itt  WWn 

trcM  oil  over  Ike  fitkt. 

Nn  0  mtditk  wtmt  it  mitrimf    tkirt  if  a«  tmck  ctUtctiom  aaymktn  tUt  <s 

tkt  city. 

WUI  yt,  cttt  om  tktmf    Tkty  miU  kt  ks^M  It  ttt  fm,  and  ram  mM  kt 

^Ittttd  wkk  far  aitk, 

Ob  a*  Flm  Floor 


Wla*  Words  of  ths  Grtat 
What   is    strength    without   a   double 

,  .  ......^.^  „.  ..^  ^^"'  °f  wisdom?— John  L.  Sullivan. 

He  coold  not  buy  a  paper  for  a  eent.i.-    *  »«.n<''«r  made  so  ridiculous  by 
Kl  learn  everything  that  had  happened    *„'«?'S"i'.*J,rjoh'nV'R<^UX  j' 

Life  is  not  altogether  a  jar  of  honey. — 
C.  M.  %Jiwab. 

One  good  mother  is  worth  a  hundred 
Khoolmasters— Dr.  W.  R.  Harper. 

What  makes  life  dreary  is  the  want  of 
motive.— William  K.  Vanderbilt.  Jr. 

The  chief  source  of  self- happiness  is 
the  act  of  making  other,  happy. — Russell 
Sage. 


and 

the  day  before  all  over  the  world. 

He   had    never    uen    a    McCormick 
reaper  or  a  Mif-binding  harvester. 

He  bad  never  croncd  an  iron  bridge. 


He— "Wouldn't  yon  like  to  be  fa- 
awtt.?"  She— Oh,  no.  Pd  hate  to  have 
my  birthday  a  matter  of  history." 


HATS,  FEATHERS  &  CO 

DISTRIBUTORS  OF  ELEGANCE 

Vou  skould  see  tke  now  creations  tktt  ara  kcina  Aowa  fai  tke  saloas  ol 
MesdaoKS  Hals,  Featk^rs  k  Co. 

CokioUI.  Empire,  Henry  II,  Pnritaa— there  nerer  was  sack  vide  ckooaii« 
In  styles,  nor  were  head<overinsi  erei  quite  ao  becoming. 

llM  Aral  eolnrina  is  smoke— old  as  tke  killa.  kw 

On  tkt  Socaat  Flnar 


Tha  Tactful  Book  Agent 
The  book  agent  had  managed  to  gain 
an  audience  with  the  lady  of  the  house  by 
sending  up  an  innocent  looking  card.    He 
no  sooner  began  to  date  hi.  business, 
however,  than  the  lady  called  to  a  ser- 
vant and  uid : 
"James,  show  the  gentleman  the  door.* 
"Thank  you,   James,"   said   the  wily 
agent  in  a  kindly  tone,  "bat  it  will  be 
unnecessary  for  you  to  trouble  yourMU. 
I  saw  the  door  a.  I  came  in,  and  I  mint 
say  it  is  a  handsome  thing,  in^tcating  a 
home  of  culture  and  refinement     Now. 
madam,"   he  continued,   turning  to  the 
lady, "  as  I  was  saying,  in  order  to  intro- 
]  duce  this  grand  work  we  are  offering  a 
,  limited  number  of  copies  to  the  leading 
!  society  people  of  the  city  at  the  special 
price  of  only  $ia    This  i.  the  first  call  I 
have  made,  as  your  name  beads  tbe  liu." 
Note.— He  got  the  fia 


Refuasd  to  Ten 

"Stop I"  she  cried.  "If  you  dare  to 
put  your  arms  around  me  I  shall—" 

"What?"  he  asked,  when  she  hesi- 
tated. 

"  Humph ! "  she  replied,  "  if  you  ha^ 
any  spunk  you'd  go  diead  and  find  out" 


Perhaps  the  most  interesting  feature  of  the  entire  exhibit, 
at  least  from  the  point  of  view  of  the  advertising  man  was  a 
little  daily  paper  that  was  used  to  advertise  -^  -plam  ^he 
many  features  of  the  "Exposition  of  Manufacturers.       It  was 


ing  matter.  Mr.  Stewart  said  that  he  tried  to  make  the  Gazette 
diflferent  from  any  store  paper  he  had  seen  and,  while  adhering 
to  a  few  very  old  rules  of  newspaper  make-up,  purposely  broke 
as  many  as  he  well  could. 


.1 


66 


SALES   PLANS 


1 


; 


The  following  "Salutatory"  appeared  under  the  editorial  head 
in  the  first  issue— it  will  serve  as  an  example  of  frank  and  easy 
style,  in  which  the  whole  paper  was  written : 

Far  back  as  the  memory  of  man  runneth,  it  has  been  the  fashion 
for  papers  to  print  a  salutatory  in  their  first  issue.  Because  of  precedent, 
therefore,  and  also  because  this  is  Fall  Opening  Day  and  the  store  is 
full  of  fashionable  things,  we  will  be  in  style  with  a  greeting  and  some 
promises— the  ingredients  that  go  to  make  up  a  regulation  salutatory. 

Good-morning  to  you!  A  very  good  good-morning!  We  hope  you 
will  like  our  paper.  Filled  as  the  world  is  with  publications  of  more 
or  less  interest,  we  realize  that,  in  order  to  gain  a  wide  circulation,  this 
paper  must  be  of  unusual  interest,  and  it  will  be.  Its  carefully  edited 
columns  will  contain  "all  the  news  that's  fit  to  print"— as  the  "New 
York  Times"  says— about  things  of  vital  importance  to  the  prblic.  To 
borrow  again— now  from  the  "New  York  Sun"— "if  you  see  it  in  the 
'Gazette'  it's  so." 

Our  feminine  readers,  we  are  sure,  will  be  charmed  to  know  that 
there  will  be  no  politics  on  the  pages  of  this  unique— and  very  worthy- 
publication.  We  have  long  believed  that  such  a  departure  from  everyday 
journalism  would  meet  with   favor. 

Further,  the  advertisements  in  the  columns  of  the  "Gazette"  are 
not  charged  for.  With  due  deference,  we  would  suggest  that  the  taking 
of  this  attitude  toward  advertisers  by  publishers  universally  would  bring 
them  much  appreciation  and  cause  a  tremendous  increase  in  adver- 
tising.     "Pro  bono  publico"  is  a  glorious  watchword. 

The  subscription  price  will  be— nothing.  Another  hint  for  other 
publishers. 

The  "Gazette"  will  be  published  each  weekday  drring  the  continuance 
of  the  Exposition  of  Manufactures— September  i8  to  30,  inclusive. 
Copies  may  be  had  at  each  exhibit. 

During  the  two  weeks  we  will  print  a  number  of  special  articles  on 
manufactures    represented   in   the   Exposition. 

In  each  issue  there  was  a  complete  list  of  the  exhibits,  with 
their  locations  and  brief  comment  on  some  of  the  most  interest- 
ing points.  There  also  appeared  a  number  of  interesting  articles 
on  some  of  the  articles  that  were  shown  in  the  Exposition. 
For  instance,  there  was  an  article  on  silk,  another  on  furs. 
There  were  others  on  linens,  paper  making  and  similar  sub- 
jects. The  whimsical  little  advertisements  that  appeared  in 
the  Exposition  Gazette  attracted  a  good  deal  of  notice  and 
were  enjoyed,  on  account  of  their  quaint  originality,  by  all  who 
read  them.  A  number  of  the  ads  (reduced)  are  reproduced 
here.     There  were  many  others  in  the  same  style.      For  the 


EXPOSITIONS 


67 


rest,  the  paper  was  made  up  of  stray  bits  of  humor,  philosophy 
and  verse.  It  was  in  every  way  a  most  readable  little  sheet. 
That  it  was  appreciated  by  the  public  was  proved  by  the  demand 
for  it.  The  smallest  number  printed  any  one  day  was  10,000 
and  the  editions  ran  from  that  up  to  20,000.  Some  days  these 
large  editions  were  completely  exhausted,  and  many  people  ex- 
pressed their  intention  to  preserve  the  entire  set  for  the  sake  of 
the  articles  on  manufactures  and  the  advertisements.  Since  the 
exposition,  there  have  been  more  than  a  thousand  requests  for 
complete  sets  of  the  Gazette.  The  results  from  the  paper  were 
so  satisfactory  that  Mr.  Stewart  will  probably  use  it  again  when 
the  proper  occasion  presents  itself. 

During  the  Exposition  of  Manufactures,  a  lot  of  souvenirs 
of  various  kinds  were  given  to  customers.  Most  of  them  were 
supplied  by  manufacturers.  The  following  notices,  taken  from 
the  Exposition  Gazette,  will  show  how  the  souvenirs  were  dis- 
tributed. It  will  be  noted  that  most  of  the  souvenirs  are  an- 
nounced to  be  given  away  "to-morrow" — a  good  way  to  get 
people  to  ''call  again."  * 

In  the  Toilet  Article  Section  a  sample  bottle  of  Ricker's  Tooth 
Powder  will  be  given  away  with  each  purchase  to-morrow   (Thursday). 

A  Turkish  Wash  Cloth — woven  here — will  be  given  with  each  pur- 
chase in  the  Domestic  Section  to-morrow  and  the  next  day  (Thursday 
and   Friday). 

A  pair  of  pretty  miniature  Rubber  Shoes  will  be  given  with  each 
purchase  of  shoes  during  the  Exposition  of  Manufactures. 

A  card  of  Capsheaf  Safety  Pins  all  day  to-morrow  (Wednesday) 
to  purchasers  in  the  Notion  Section. 

350  cards  of  Clinton  Safety  Pins  will  be  given  away  to  that  many 
customers    in   the   Notion    Section   to-morrow    (Friday). 

A  small  bottle  of  Pinaud's  Liquid  Dentifrice  to-morrow  (Friday) 
to  everybody  who  makes  a  purchase  in  the  Toilet  Articles  Section. 

Through  the  courtesy  of  Colgate  &  Co.,  Perfumers,  New  York 
City,  we  will  be  enabled  to  give,  to-day,  to  the  first  thousand  purchasers 
in  the  Toilet  Articles  Section,  a  dainty — and  worth  while — little  bottle 
of  fine  Extract  made  by  them. 

A  year's  subscription  to  the  excellent  magazine.  The  American 
Boy,  will  be  given  with  the  purchase  of  a  boy's  suit  or  overcoat. 

Neat  little  tubes  of  Daggett  &  Ransdell's  Cold  Cream  will  be  given 
free  all  day  to-morrow  (Wednesday)  to  every  purchaser  in  the  Toilet 
Articles  Section. 


I  *  •■ 


I 


68 


SALES  PLANS 


47.  An  Exposition  for  Men— Marshall  Field  &  Co.  have 
a  semi-annual  show  which  they  call  an  "Exposition  for  Men." 
One  is  held  about  Easter  time  and  the  other  occurs  some  time 
around  the  first  of  October.  All  of  the  resources  of  this  great 
store  are  drawn  upon  to  make  the  exposition  as  complete  as  pos- 
sible. The  purpose  of  the  display  is  to  call  to  the  attention  of 
discriminating  dressers  the  fact  that  the  Field  store  is  a  "Store 
for  Men."  For  some  time  previous  to  the  exposition,  advertis- 
ing matter  including  folders  and  personal  letters  is  sent  to  a 
carefully  selected  list  of  names  of  men  amply  able  to  wear  good 
clothes.    A  few  days  before  the  exhibition  formal  invitations  are 

sent  out. 

The  exhibitions  are  not  confined  to  clothing,  but  take  in  all 
kinds  of  requisites  for  golfing,  automobiling,  yachting  and  other 
kindred  sports,  both  outdoor  and  indoor.  The  goods  are  ar- 
ranged principally  on  long  low  tables.  For  example,  on  one 
table  were  displayed  not  only  automobile  clothing  but  horns, 
lamps  and  other  accessories.  Other  tables  showed  golf  sticks, 
caddie  bags  and  all  the  requisites  of  golf,  together  with  the 
proper  clothing  for  the  links.  Each  table  is  in  charge  of  a  man, 
who  is  ready  to  answer  any  question  that  might  be  asked  about 

the  goods. 

In  other  sections  are  shown  wardrobe  requisites  displayed 
in  a  way  to  suggest  how  various  articles  of  apparel  should  be 
cared  for.  For  instance,  a  man's  wardrobe  was  shown  with  cloth- 
ing folded  and  arranged  as  it  should  be.  The  half  open  drawers 
illustrated  how  shirts,  ties,  etc.,  should  be  kept  to  the  best  ad- 
vantage. In  the  clothing  department  proper,  suits  and  overcoats 
for  every  possible  occasion  are  shown  on  forms  placed  on  tables. 
A  lack  of  space  forbids  us  to  mention  many  of  the  other  interest- 
ing features  of  these  exhibitions. 

One  other  point  worth  mentioning,  however,  is  the  artistic 
skill  shown  in  the  arrangement  of  the  goods.  While  the  lines 
exhibited  are  wonderfully  complete,  there  is  not  the  least  sugges- 
tion of  crowding. 

48.  A  Hardware  Exhibit— The  Simmons  Hardware  Com- 
pany of  St.  Louis  held  a  two  weeks*  exhibition  that  was  a  great 


A4 


EXPOSITIONS 


69 


success.  Aside  from  a  remarkably  fine  showing  of  hardware 
of  all  kinds,  there  were  a  number  of  features  of  special  interest. 
With  every  purchase  during  the  two  weeks,  a^  coupon  was  given 
entitling  the  holder  to  make  an  estimate  as  to  the  number  of 
boxes  contained  in  a  great  pyramid  of  safety  razors.  To  the 
person  guessing  nearest  to  the  correct  number,  was  given  a  safety 
razor  set  valued  at  $35.  The  second  prize  was  a  $10  razor  set 
and  the  third  prize  was  a  $5.75  razor  set.  The  coupon  also 
entitled  the  holder  to  a  reduction  of  50  cents  on  the  price  of  any 
safety  razor  of  that  particular  make. 

Another  feature  of  interest  was  a  demonstration  of  glass 
cutting  and  polishing  in  the  china  department.  Every  process 
but  the  actual  making  of  the  glass  was  shown  and  explained.  A 
popular  part  of  the  exhibition  was  a  demonstration  of  cutlery 
grinding  and  polishing.  Any  one  having  a  pocket  knife  not  in 
the  best  of  condition  might  have  the  blades  sharpened  free  of 
charge  by  an  expert,  who  was  showing  the  methods  employed 
by  a  cutlery  company. 

There  was  also  a  nickel  plating  plant  in  full  operation, 
showing  the  process  from  start  to  finish.  Anyone  was  privileged 
to  bring  in  any  nickel  plated  household  article  upon  which  the 
plating  had  become  worn,  and  have  it  renickeled  free  of  charge. 
A  turning  lathe  with  an  expert  operator  turned  out  wooden  roll- 
ing pins  and  potato  mashers,  which  were  presented  to  visitors. 
In  addition  to  these  there  were  a  great  many  other  attractions 
of  equal  interest.  Elaborate  preparations  were  made  for  this 
exhibit,  but  the  results  amply  justified  the  trouble  and  expense. 


♦   -J 


49.  An  Exposition  for  Children — In  October  Children's  Day 
has  been  made  a  feature  in  a  number  of  the  State  street  stores 
in  Chicago.  Marshall  Field  &  Co.  turned  their  entire  store,  from 
basement  to  roof,  over  to  the  children  for  three  days  and  during 
that  time  the  little  folk  had  full  sway.  The  whole  store  had  been 
decorated  and  specially  arranged  for  the  occasion  and  was  a 
veritable  wonderland  to  the  many  thousands  of  little  people  who 
visited  the  exhibition. 

Toys  of  every  description  were  displayed  in  bewildering  pro- 
fusion and  rare  and  beautiful  curios  from  all  parts  of  the  world 


70 


SALES  PLANS 


met  the  eye  at  every  turn.  Precautions  were  taken  to  guard  the 
valuable  bric-a-brac  from  the  ruthless  hands  of  the  youngsters, 
but  they  were  given  unlimited  liberties  with  the  toys.  They  might 
handle  them  to  their  hearts'  content  and  many  were  the  wrecks 
resuhing.  This  contingency,  however,  had  been  counted  upon 
and  was  accepted  with  the  utmost  good  humor  by  the  manage- 
ment. 

The  exhibition  was  not  limited  to  toys,  however ;  there  were 
instructive  exhibits  as  well.  Glass  blowers  blew  bits  of  glass 
tube  into  beautiful  souvenirs  that  were  presented  to  the  wonder- 
ing youngsters.  A  potter  at  his  wheel  attracted  constant  crowds 
as  he  deftly  turned  out  graceful  earthenware  vessels.  Then 
there  was  a  linotype  machine  with  an  operator  who  showed  how 
the  store's  advertisements  are  put  into  type.  This  too  was  a 
popular  attraction.  An  Indian  weaving  gaily  colored  blankets  on 
a  hand  loom  and  many  other  exhibitions  of  out-of-the-way  arts 
and  crafts  served  to  fill  the  little  people  with  wonderment  and 

delight. 

The  event  was  an  unqualified  success  from  every  point  of 
view,  nor  was  it  confined  to  the  children  alone,  for  throngs  of 
ladies  accompanied  the  little  ones  and  crowded  the  store  from 
opening  till  closing  time  during  the  entire  exhibiton.  So  great 
were  the  crowds  that  the  exhibition  was  continued  several  days 
beyond  the  previously  arranged  time.  The  older  people  found 
quite  as  much  to  entertain  them  as  did  the  children,  and  many 
who  came  from  curiosity  became  customers  before  they  left.  The 
event  doubtless  made  many  new  friends  and  customers  for  the 
store. 

50.  An  Indoor  Exposition— To  celebrate  their  twenty-first 
anniversary,  the  King  Hardware  Co.,  of  Atlanta,  Ga.,  held  a 
notable  exposition.  The  affair,  which  was  advertised  as  an  "In- 
door Exposition,"  was  a  success  in  every  sense  of  the  word.  The 
store,  which  is  75x300  feet,  was  turned  into  a  great  exposition 
by  erecting  booths  all  over  the  store.  In  these  booths,  which 
were  handsomely  decorated  with  paper,  bunting  and  electric 
lights,  were  demonstrated  some  of  the  various  specialties  carried 
in  stock.  The  accompanying  reproduction  of  a  newspaper  ad- 
vertisement will  give  an  idea  as  to  the  nature  of  the  exhibits. 


I 


EXPOSITIONS 


71 


Each  day  there  was  a  fine  musical  program  and  refreshments, 
such  as  chocolate,  coffee,  ice  cream,  beaten  biscuits,  etc.,  were 

served. 

Each  lady  who  registered  her  name  and  address  was  given 
a  coupon  good  for  a  very  desirable  cook-book.  This  cook  book 
was  not  delivered  at  the  time  the  coupon  was  issued,  but  several 
days  later.    This  necessitated  a  second  visit  to  the  store  by  every- 


Booth    No.    I 

Adioiia  Sid  Inmi  hadla 
alwayt  coU.  Danengattl 
bi  OfOt  bom  Qiafa. 


Booth  No.  2 

Ui^vmal  Faod'ChoFpcn. 
bat  Rukt  ft*  UnSt""- 
AcMd  CIS  operate  liiaii. 

Sac  Jummujtiop. 


Booth  No.  3 

DdWulcb  Bacuh  Maehma 
niakc  beaten  biieuit  u  home. 
Our  cneit  dancnsnuar 
vt  cipUn  to  you  At 
■nidine  and  (tvc  rw  un 
pled- 


Booth   No.  6 

Thb  bcautiiul  artiadcalydc- 
ligned  booth  is  nutit  adur 
Mvdyol  various  fcinoi  of 
Bnahas.  "Vc  hope  every 
viiiliir  wi9  examine  tiiis 
•mevfaie.   NSvlalaite. 


Booth  No.  7 

"Kin  Het"  Coffee  Pots 
with  coffecnude  from  "Kin 
Hee"  Coffee  £ivc  a  dcliciaua 
drink.  Our  a^Kit  demoB- 
ttranr  wiS  be  (Itaaed  B 
five  you  a  cu^ 


•^ModLuck"  Ranceamay 
have  as  equal  but  k  haa 
never  been  fcxind.  A  pkaa- 
ant  wife  ia  she  who  has  a 
Good  Luck  Ranfc 


BoothJiOj^S 

Never  Bun  Stove .  Paaa. 
WewiIIfaakeinO!^"Go(id 
Luck"  nii<»  Mffi  the  ia- 
N.aS.P.»*hwe^ 
Every  hovM- 
havctfacm. 


sbottoO. 


isai 


Booth  No.  A 

FREE:  We  wjl  (ive  cvoy 
hdy  visitor  fnc  oae  Aaeik 
Omnia  Cook  Book  i  aeh  at 
book  (toees  fee  tXM.  Oi> 
pekc  your  food  wdL 


Bfaoth  No.  9 

Ot>  expert  demmstratoe 
Wi  Onriwiati  wil  bake 
AW  Pood  Caki  en  Estate 
GaaSano.-  We  wHukc 
pieiiuR  hi  Aenrtag  01*  vh- 
tun  icv  to  intWfalrr.etc. 


Booth  No.  S 


PtMt  waa  'a  vu, 

tapx'Inkh.  St^SO  buys 
aSr«Ua  Syphoa  <o  caa- 
betute  wato;  the  am  h 
leaalhar  1-2  cent  cstiaih 
Try  a  aaenpie  dHok. 


Booth  No.  10 

TV  Odockss  Refrimtor 
■  known  wd  ta  AllaBta 
atid  aJiuiDine  atatML  Vl 
an  lee  ana  mi  bai  pi» 


Buy  aaOMeM. 


INDOOR  EXPOSITION 

Grand  Floral  DIMHay 
Beautiful  f^ualc  Souv«nlr» 


116  HARDWARE  CO.      UMsmi 


Booth  No.  13 

We  uM  last  yru  eight  solid 
car  kiads  of  Cumey  Rcfrig- 
aators.  Not  a  kick  yctl  See 
our  demor-stratiacia.  See 
howcotd  it  IS. 


Booth  No.  I  8 

^leida  oocnmuniry  Sihrer, 
plated  and.  wairaated  25 
ycatt-iM  20  years.  Oneida 
bO.  K 


Booth  No.  14 

SO  Per  cot  ttvcd  cadiBa^ 
by  the  i&t  o(  aMafeatk 

Waahlnc  Machine. 


Booth  No.  1 5 

LtUnd  Biajkn  makcold, 
toi«h  (ttak  Uk  a  apttaf 

cUcken.  See  demoosnatkn. 


Booth  No.  16 


(Not  yd 


Booth  No.  I  a 

Some  fvpk  think  the  pM 
to  the  Gatte  oi  Edta  west 
locked   with   a  Yak  btk. 

Saeowt»><<<Mi^  •>< 
aA  e«  Mr.  FtaMT  about  k. 


Booth  No.  1 7 

Dw^  PtRubkies    nafct 


HmUatJmtomr. 


Booth  No.  1 9 

Whenysu  want  (oodbttad, 
cakas  and  pastry  buy 

Poilcirs  Beganl  Flour. 
Ask  the  croceryman. 


Booth  No.  20 

We  recommend  Octacoei 
Soapinow  MajeatieWath 
g^  Machint.  it  It  put  and 
very  tirotic.  ffl  aak  eveey- 


Booth  No.  2 1 

Fire  prDO<  Starch  atrcncth- 
cns  tartncnia.  doa  away 
witfaactidails.  Jaikltiad 
null  11*1  il  I  in  li*  tJ 
«.  ft  laMii  i. 


(tUMlKfbBfa>t 


one  who  got  a  cook  book  and  it  was  stated  on  the  coupon  that 
the  books  would  not  be  delivered  to  children  or  servants.  On 
the  reverse  side  of  the  coupons  were  the  following  questions, 
with  spaces  fcr  the  answers : 

Please  write  a  suggestion  to  benefit  us. 

Your  criticism  of  service,  stock  and  prices. 

What  do  you  think  of  an  Indoor  Exposition  ? 

More  than  four  thousand  names  and. addresses  were  regis- 
tered and  this  gave  a  very  valuable  list  of  names  for  future  ad- 
vertising purposes.  Another  souvenir  of  the  exposition  was  an 
interesting  little  booklet  descriptive  of  the  growth  of  the  store. 
The  show  windows  of  the  store  were  decorated  especially  for 
the  occasion.  One  of  them  contained  a  mechanical  mill  and  in 
another  was  an  Indian  camp  and  an  elaborate  display  of  cutlery. 


1 1 11 


72 


SALES  PLANS 


EXPOSITIONS 


73 


51.  Pure  Food  Exhibit— Grocers  who  have  tlie  room  for 
it  will  find  a  Pure  Food  Show  a  good  means  of  advertising  their 
stores.  These  exhibits  are  growing  more  and  more  popular  with 
large  grocers  and  department  stores.  The  Goerke  Co.,  of  New- 
ark, N.  J.,  hold  an  annual  Pure  Food  Show  in  their  grocery 
department.  For  the  accommodation  of  manufacturers  who  wish 
to  exhibit  their  products,  attractive  booths  are  constructed  for 
the  demonstration  of  goods.  These  booths  are  rented  to  the 
manufacturers  at  the  rate  of  $io  per  week  for  each  booth.  A 
circular  letter  is  sent  to  the  manufacturers  inviting  them  to  take 
part  in  the  exhibition  and  calling  attention  to  demonstration  as 
an  effective  way  of  advertising.  Of  course  the  small  grocer 
could  not  hold  a  Pure  Food  Show  on  such  a  large  scale.  Still, 
with  the  help  of  the  manufacturers  of  the  various  goods  he 
handles,  he  could  make  a  very  creditable  exhibit. 

52.  A  Housekeepers'  Fair— Kaufman's  department  store 
in  Pittsburg  held  what  was  advertised  as  a  "Housekeepers'  Fair." 
As  the  name  implies,  it  was  an  exposition  of  all  sorts  of  devices 
used  in  housekeeping,  cooking,  etc.  The  fair  lasted  a  week  and 
was  held  in  the  basement  salesroom.  Arrangements  were  made 
with  the  manufacturers  of  a  great  variety  of  household  helps  to 
furnish  demonstrators   for  their  wares  and  appropriate  booths 

were  provided. 

The  affair  was  very  complete  and  was  well  advertised. 
There  were  expert  demonstrators  to  teach  the  housewife  how  to 
cook,  prepare  food,  make  bread,  make  cake,  sweep,  launder  lace 
curtains,  polish  floors,  and  do  a  great  many  other  things  in  the 
easiest  and  quickest  way.  Among  the  many  devices  and  prep- 
arations that  were  demonstrated  were :  A  steam  cooker,  a  bread 
baker,  a  cake  maker,  a  tea  strainer,  a  food  cutter,  a  dustless 
sweeper,  a  coffee  machine,  a  bread  toaster,  a  curtain  stretcher, 
a  floor  polish  and  polisher,  a  carpet  sweeper,  a  sad  iron  and  many 
other  devices  of  a  similar  nature.  The  exposition  had  such  mani- 
fest educational  value  to  the  housewife  that  it  naturally  proved 
popular  and  the  attendance  was  large.  As  an  additional  attrac- 
tion it  was  advertised  that  samples  of  various  products  would  be 
distributed  free. 


i 


53.  An  Exposition  of  Curios — An  interesting  exhibition  of 
rare  furniture  and  costly  antique  rugs  was  held  at  the  store  of 
L.  S.  Ayres  &  Co.,  in  Indianapolis  as  a  side  issue  to  their  spring 
opening.  Many  quaint  articles  of  furniture  in  the  curious  de- 
signs and  workmanship  of  bygone  days  were  collected  in  one 
section  of  the  store  set  apart  and  curtained  off  for  that  purpose. 
Pieces  of  Italian  furniture,  hundreds  of  years  old,  and  still 
older  Japanese  antiques  were  on  exhibition,  with  bric-a-brac  and 
curios  from  all  corners  of  the  globe.  The  exhibition  was  an 
interesting  and  instructive  one  and  drew  large  crowds  while  it 
lasted. 

54.  Jalir  Markt— Gimbel  Brothers,  Philadelphia,  lately 
had  a  novel  basement  sale,  modeled,  in  a  way,  after  the  Jahr 
Markt  (yearly  market)  of  Leipsic,  Germany.  The  whole  affair 
was  somewhat  in  the  nature  of  a  joke.  A  female  orchestra 
furnished  the  music  and  there  was  comedy  juggling  by  a  pro- 
fessional performer.  One  section  was  divided  off  into  a  real 
gypsy  camp,  where  a  "Gypsy  Queen"  revealed  the  hidden  mys- 
teries of  life  to  customers  without  charge. 

55.  Neckwear  Expositions — Capper  &  Capper  of  Chicago 
have  been  holding  what  they  call  "Expositions  of  Dollar  Neck- 
wear." On  these  days  a  great  display  is  made  of  dollar  cravats. 
The  windows  are  filled  with  them  and  they  are  displayed  with  all 
possible  prominence  inside  the  store.  The  "Expositions"  have 
met  with  a  good  deal  of  success. 


I 


CHAPTER  IV. 
GETTING  HOLIDAY  BUSINESS. 

More  than  half  a  century  ago,  Charles  Dickens,  with  the 
magic  of  his  pen,  gave  new  life  to  the  good  old  Christmas  cus- 
toms that  were  slowly,  but  none  the  less  surely,  becoming  obso- 
lete. Perhaps  the  strongest  factor  today  in  fostering  the  Christ- 
mas spirit  is  the  big  department  store.  With  its  perfected  adver- 
tising machinery  running  full  blast,  the  big  store  leaves  smal 
opportunity  for  any  one  to  overlook  Christmas  or  its  essential 
custom— that  of  gift  making. 

56.  The  Big  Store's  Christmas  Advertising— The  first 
suggestion  of  Christmas  in  the  department  store,  and  it  is 
only  a  suggestion,  is  ''Children's  Day,"  some  time  in  October. 
''Children's  Day"  is  to  a  great  extent  an  advance  show- 
ing of  toys,  although  other  lines  are  not  neglected.  It  is 
not  intended  to  sell  toys  on  "Children's  Day,"  so  much  as  to 
show  them  at  a  time  when  salespeople  are  not  so  busy  as  they 
will  be  later.  Then  comes  the  beginning  of  the  newspaper  cam- 
paign about  the  middle  of  November,  and  this  is  quickly  followed 
by  ever  changing  window  displays  and  interior  decorations  and 
shows  in  which  Santa  Claus  and  the  Christmas  tree  are  every- 
where in  evidence. 

The  real  holiday  campaign  begins  in  the  newspapers  about 
the  middle  of  November.  At  that  time  the  introduction  to  the 
advertisement  is  given  much  more  than  the  usual  space,  and  has 
principally  to  do  with  Christmas  buying.  Attention  is  called  in 
a  general  way  to  the  stocks  and  the  store's  preparedness  to  handle 
the  holiday  trade  is  dwelt  upon  strongly.  Most  stores  set  apart 
a  certain  space  in  the  ad  to  be  used  in  this  way  each  day.    Gimbel 


U 


GETTING  HOLIDAY   BUSINESS 


75 


Brothers,  in  Philadelphia,  use  ten  or  twelve  inches,  about  the 
width  of  a  newspaper  column,  set  in  small  type,  in  the  upper 
left  hand  corner  of  the  ad  for  a  "daily  talk."  Here  are  some  of 
them.  It  will  be  noted  that  the  children  are  never  forgotten. 
This  one  appeared  Saturday,  November  19: 

Stand  on  a  chair  and  you  can  almost  see  Christmas!  And  think 
what  a  lot  there's  to  do. 

We  commence  to-day  tacking  half  an  hour  on  the  shopping  time — 
we  shall  do  everything  in  our  power  to  make  the  holiday  shopping  not 
only  bearable  but  enjoyable. 

In  all  the  whole  world  there  is  not  such  another  store. 

First,  it  is  biggest — larger  than  any  other  American  store  in  actual 
floor  space  by  about  an  acre  and  a  half;  larger  than  the  greatest  Paris 
store  by  seven  acres;  larger  than  the  greatest  London  store  by  eight 
acres. 

And  better  arranged — every  aisle  leads  somewhere  and  not  into  a 
corner.  And  they  are  wide  aisles.  The  elevators  are  big  and  fine — 
and  there  are  twenty  just  for  passengers. 

Broad  stairs  and  the  Escalator  help,  too. 

The    store   is    frequently   inspected   by   experts   of   Philadelphia   and 
New  York,  and  we  know  that  every  element  of  danger  is  eliminated. 
Gimhel's  is  the  safest  store  in  the  world. 

For  your  comfort  there  are  many  rest  and  retiring-rooms,  and  a  full- 
fledged  hospital  in  charge  of  a  graduate  nurse,  for  expert,  quick  treatment 
of  any  falling  ill.  We've  had  scores  of  cases  in  a  day— and  have  been 
the  quick  lift  that  re-established  Nature  and  health.  No  charge  or 
obligation. 

We've  sent  the 

Doodlebug 
to  the  woods  to  hunt  his  friends.     They'll  all  be  here  on  Monday. 

—Fifth  floor. 
*  *  *  * 

We  want  everybody  to  enjoy  Gimbel's  in  its  holiday  finery. 

"Shut-ins"  should  be  brought.  We'll  send  a  rolling-chair  to  the 
curb  and  in  it  the  rider  can  go  to  every  nook  of  the  store.  It  rolls  right 
on  elevators.     Ask  any  floorman.     No  charge. 

There  are  ample  and  numerous  places  to  rest. 

There  is  a  hospital  for  any  taken  suddenly  ill.  Graduate  nurse  in 
charge. 

Wraps  and  bundles  are  checked  free — Main  floor;  along  Grand  Aisle. 

We  want  the  children,  too. 

See  the  Live  Ponies  in  Basement 

They  can  be  bought.     Just  think  of  having  one  for  your  very  own. 


H 


76 


SALES  PLANS 


See  Santa  Claus— big,  good-natured  Santa  Claus— at  his  Zoneville 
Post-office  on  Fourth  floor. 

Little  girl,  little  boy,  inquire  for  mail.  He  has  heard  a  lot  of  you 
and    has   written    letters. 

Big  folks  and  little  folks— 

See   the  Doodlebugs 

The  marvelous  bug  show— over  four  hundred  bugs  of  every  degree 
doing  all  sorts  of  things  from  taking  railroad  journeys  to  playing  foot- 
ball and  riding  in  a  real  airship.  —Fifth  floor. 


Keep  to  the  right. 

Please  carry   small  parcels. 

If  you  ask  the  first  person  waiting  upon  you  for  a  Transfer  you 
will  be  given  a  sheet  on  which  your  day's  purchases  are  entered.  This 
sheet  corresponds  in  number  with  a  receptacle  in  delivery  room.  All 
parcels  of  that  number  go  straight  there  and  can  be  sent  home  in  one 
batch.  You  pay  or  order  charged  when  the  day's  shopping  is  done- 
one  transaction.    It  saves  time  and  worry. 

Check  heavy  wraps— at  desk  along  the  Grand  Aisle.  The  store 
temperature  is  exactly  the  safe  temperature  for  indoor  dress. 

Basement  and  upper  floors  are  supplied  continuously  with  fresh  air 
—eleven  million  cubic  feet  of  fresh  filtered  air  displacing  that  much 
"used"  air  each  hour.      The  "intake"  is  above  the  roof. 

There  isn't  such  another  store  in  the  world  for— 
comfort  width  of  aisles 

safety  width  of  stairways 

size  elevator  service 

Be  methodical  and  early,  and  Christmas  shopping  becomes  a  real 
pleasure. 

Most  of  the  big  stores  use  something  of  this  sort.  Although 
there  is  a  great  variance  of  forms,  the  effect  is  more  or  less  the 
same.  In  the  meantime,  the  entire  page  fairly  bristles  with 
Christmas  suggestions.  The  two  headings  reproduced  here  are 
good  illustrations  of  the  way  the  advertisement  is  introduced. 
The  Marshall  Field  &  Co.  argument  is  a  good  one.  It  is  evi- 
dently intended  for  the  vast  army  of  people  who  wish  to  buy 
something  dependable  at  a  moderate  price.  This  class  is  well 
worth  appealing  to,  as  it  is  greatly  in  the  majority. 

In  the  heading  taken  from  the  Gimbel  Brothers  ad,  there  is 
something  quite  confidential  and  intimate.  The  paragraph  that 
is  circled  suggests  to  the  reader  that  the  employes  of  the  store 
have  not  been  forgotten,  and  this  should  create  a  friendly  feeling 


a  «'*3-3a3  2  3  3  ^      sro 


§_»  o 


""siqS 


5  2     o     •* 
o-c      a.    n 

5    r»  rt    O 


m  b  n 

a  n 


5,^ 
O  n 
n 


S  8.«  -..o  "S  S«     3-    "» 


o  .. 

n 
n 


OR 


3 


n 


^ 
^ 


3 


m 


<n 


tn 

O 


I 

I 

♦  1 


v^ 


78 


SALES  PLANS 


n 


1%. 


for  the  store  among  all  those  who  appreciate  the  trials  of  the 
hard-worked  salespeople  during  the  holidays. 

As  the  child  is  the  strongest  factor  in  the  celebration  of 
Christmas,  so  it  is  in  Christmas  advertising.  Of  course,  the 
children  do  not  buy,  but  their  parents  do  and  the  object  is  to 


M9MMM* 


iMMa 


CHRISTMAS  OFFERINGS  norwells 


Th*  Lkrtwt  and  BMt  SaWtwt 
Stock  of  Holiday  TJoveKiaaandTpys 
aver  gatharad  undai  ona  roof  north  o( 
Boston. .  Count  on  •■NorweH's"  lor 
every  h4p  of  the  season  i>ntil  all  Chnrt- 
maa  Stockings  are  f.llad.  Don't  woTy 
about  finding  Juat  the  right  thing  to 
giva.  You  have  only  to  come  to  "Noe- 
well'a"  and  look  around.  Every  Da- 
partmant  suggests  desirable  pree^ta. 


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WHAT  TO  GIVE  I 

WHCIIE  TO  BUY  I 

NOW  MUCH  TO  PAY  I 

A  oomprehenelve  list— complete  as 
we  know  how  to  make  It.  Perhape  It 
will  help  you  with  your  choosing.  The 
atore  is  a  vaM  Holiday  k>azaar,  so,  many 
th>nga  may  hava  akipped  the  list.  But 
remambar  what  Is  here,  la  thoroughly 
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get  parents  to  bring  the  children  to  the  store.  With  this  in 
view,  almost  every  big  store  has  a  more  or  less  elaborate  show 
in  the  toy  department.  All  sorts  of  features  that  are  likely  to 
entertain  the  youngsters  are  provided.  One  year  Gimbel  Broth- 
ers had  a  "Doodle  Bug  Show,"  and  in  every  advertisement  there 
was  some  reference  to  the  adventures  of  the  wonderful  "Doodle 


GETTING  HOLIDAY  BUSINESS 


79 


Bugs."    Wanamaker's  Philadelphia  store  had  in  their  advertise- 
ments stories  of  the  remarkable  doings  of  the  "Gollywogs." 

One  of  the  most  interesting  spots  in  Wanamaker's  Philadel- 
phia store  at  Christmas  time  is  a  corner  of  the  basement  where 
birds  and  animals  are  for  sale.  It  is  a  sort  of  combination  be- 
tween a  zoo  and  a  small  edition  of  Bedlam.  A  visitor  is  not 
likely  to  miss  this  section,  for  as  soon  as  one  gets  below  the  first 
floor  the  racket  commences — monkeys  chattering,  canaries  sing- 
ing, parrots  jabbering  and  shrieking  and  dozens  of  other  shrill 


-203 

MicTugan' 
T-RneiVrts' 


107- 

Boulevard 
Building 


INEXPENSIVE  GIFTS 

This  store  is  known  as  •'tixe  gift  shop  of  Chicago'^ 
because  we  devote  much  -fene  throughout  each  year 
to  picking  up  in  all  psirts  of  the  worid  unique  and 
exclusive  things  suitable  for  gifts.  Oar  special  aim 
is  to  carry  a  wide  range  of  really  good  things  at 
moderate  prices,  say  ^.00  and  under.  We  have 
many  such,  each  one  of  whichis  disdnctrve  and  bears 
the  stamp  of  skill  and  taste  in  selection. 

Thecollectton  is  such  as  3roa  williindiiowfaere  else;. 

W.  K.  Cowan  K^  Company 

203  M^cL^JBl^  tLe  F£a«  ArtsfiU^« 


•    y\ 


voiced  birds  and  animals  doing  their  part  to  swell  the  crazy 
chorus. 

There  are  parrots  from  South  America  and  Mexico;  mon- 
keys from  Africa;  canaries  from  the  Harz  Mountains;  mino 
birds  from  India,  and  no  end  of  other  strange  animals  and  birds 
from  all  corners  of  the  world.     Of  course,  they  are  all  for  sale 


80 


SALES  PLANS 


and  the  prices  vary  from  Java  sparrows  and  goldfinches  at  $1.50 
to  ring-tailed  monkeys  at  $17  and  talking  parrots  at  $25. 

It  is  needless  to  say  that  this  feature  is  a  strong  attraction 
for  children.  The  place  is  literally  swarmed  by  youngsters  who 
find  it  almost  as  good  as  a  circus.  In  this  section  are  sold  bird 
cages  and  all  sorts  of  foods  for  birds  and  pet  animals. 

The  page  advertisement  of  the  H.  S.  Norwell  Co.,  Nashua, 
N.  H.,  is  a  good  example  of  Christmas  advertising.  The  com- 
prehensive list  of  suggestions  for  gifts  would  be  appreciated  by 
any  one  who  had  a  number  of  gifts  to  make.  Marshall  Field 
&  Company  used  a  very  unusual  Christmas  advertisement.  With 
the  exception  of  the  space  occupied  by  a  brief  introduction,  the 
entire  page  was  cut  up  into  squares  about  ixi^  inches.  Each 
of  these  small  squares  contained  a  diminutive  illustration  of  some 
article  with  the  price,  etc.    The  effect  was  extremely  odd. 

Of  course,  there  are  many  smaller  stores  that  advertise  in 
a  smaller  way.  Every  store,  however,  has  its  Christmas  goods 
to  sell  and  the  ways  of  advertising  them  are  without  end.  W. 
K.  Cowan  &  Company  is  a  store  that  always  advertises  well,  but 
at  Christmas  time  its  advertisements  are  exceptionally  well  done. 
Small  space  is  used,  but  it  is  very  cleverly  handled  both  as  to 
copy  and  typographical  effect.  The  specimen  reproduced  here  is 
reduced  from  two  columns.  It  is  an  excellent  example  of  what 
can  be  done  with  small  space  properly  handled. 


CHAPTER  V. 
CHRISTMAS  SCHEMES. 


As  Christmas  is  primarily  a  children's  festival,  the  child  has 
a  prominent  place  in  all  of  the  merchants'  Christmas  plans.  The 
windows  and  interior  of  the  store  are  decorated  with  a  view 
of  attracting  the  children  and  with  them,  their  parents.  Some 
of  the  large  department  stores  have  Christmas  shows  that  rival 
stage  productions  in  their  completeness  and  thousands  of  dollars 
may  be  spent  on  a  series  of  mechanical  windows.  One»of  the 
stores  in  New  York  had  in  its  rotunda  a  figure  of  Santa  Claus 
several  stories  high  and  this  colossal  figure  undoubtedly  brought 
many  thousands  of  purchasers  into  the  store.  In  many  large 
stores,  whole  floors  are  given  over  to  the  children.  Some  of  the 
plans  that  have  been  used  successfully  by  merchants  for  Christ- 
mas are  given  here. 

57.  Santa  Claus  in  a  Store — The  H.  S.  Norwell  Co.,  of 
Nashua,  N.  H.,  used  an  idea  that  is  not  new,  but  it  is  one  that 
can  be  used  successfully  in  any  town  where  it  has  not  been  tried. 
It  was  announced  in  the  newspapers  that  Santa  Claus  had  de- 
cided upon  the  Norwell  Co.'s  store  as  his  official  headquarters 
in  Nashua  and  that  he  would  arrive  on  a  certain  train  and  drive 
to  the  store.  When  the  specified  time  arrived  a  man  dressed 
as  Santa  Claus  stepped  from  the  train  dressed  in  full 
regalia  and  carrying  an  enormous  bag  of  toys.  He  was 
driven  to  the  store  in  an  automobile  and  on  the  way  scattered 
toys  among  the  crowd  of  children  that  followed.  After  his  ar- 
rival at  the  store,  Santa  Claus  entered  a  show  window  where 
toys  were  on  exhibition  and  demonstrated  them  to  the  wonder- 


82 


SALES  PLANS 


■  i 


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ment  and  delight  of  a  crowd  of  little  ones  outside.  Later  he 
retired  to  the  basement,  where  he  presided  over  the  toy  depart- 
ment until  Christmas  day.  In  many  ways  he  contributed  to  the 
entertainment  of  the  children — telling  them  stories,  demonstrat- 
ing mechanical  toys,  and  otherwise  keeping  them  amused.  In 
addition  to  Santa  Claus,  this  store  used  a  simple  contest  to  in- 
terest the  children.    It  is  explained  in  the  following: 

"Free  for  boys  and  girls  whose  ages  do  not  exceed  15  years. 
We  will  offer  the  following  prizes  to  the  boy  and  girl  getting 
the  largest  number  of  words  from  the  three  named  words,  "Profit 
Sharing  Basement."  To  the  girl  we  will  give  a  beautiful  French 
Doll;  value,  $5.00.  To  the  boy,  choice  of  a  Magic  Lantern  or 
Steam  Engine ;  value,  $5.00.  The  prizes  will  be  awarded  by  dis- 
interested parties  at  the  store,  December  24th,  at  7:30  p.  m. 
Deposit  your  answers  in  a  box  provided  for  the  same  in  the  Toy 
Department,  or  address  Santa  Claus  Headquarters,  care  of  Nor- 
well's,  Nashua,  N.  H.  Write  your  name,  age  and  address  plainly 
on  all  answers." 


K 


58.  A  Christinas  Window  Show — During  Christmas  week, 
The  Jones  Hardware  Co.,  Richmond,  Ind.,  Lad  a  window  show 
that  was  a  great  attraction.  A  large  show  window  was  trans- 
formed into  a  boy's  bed-room.  In  one  corner  was  a  brass  bed 
and  in  the  other  a  large  Christmas  tree  all  decorated  and  waiting 
for  Santa  Claus  to  put  his  presents  on  it.  In  another  corner 
was  a  large  stove,  while  in  the  center  of  the  window  was  a  table. 
Two  boys  entered  the  window  and  sat  down  at  the  table,  where 
they  wrote  notes  to  Santa  Claus.  After  folding  the  notes  and 
putting  them  in  conspicuous  places  the  boys  undressed  and  re- 
tired. A  little  later  Santa  Claus  himself  entered  the  room,  read 
the  notes  and  left  presents  for  the  boys.  Then  the  boys  awoke 
and  the  next  fifteen  minutes  were  spent  in  examining  and  com- 
paring- the  toys.  The  whole  performance  was  well  done  and 
great  crowds  collected  in  front  of  the  windows.  During  the 
week  preceding  Christmas  this  show  was  given  twice  each  day, 
once  at  4  p.  m.  and  again  at  7:30.  To  get  more  children  to 
visit  the  store,  it  was  announced  that  on  one  day  during  the  week 
every  child  attending  the  exhibition  would  be  given  a  free  pres- 


CHRISTMAS  SCHEMES 


83 


ent.     The  day  upon  which  the  presents  were  to  be  given  was 
withheld  from  the  announcement. 

A  somewhat  similar  scheme  was  used  by  the  Progress  Cloth- 
ing Store,  in  Indianapolis.  Two  small  children  went  through 
the  performance  of  being  put  to  bed  by  their  mother,  who  then 
left  the  room.  A  pillow  fight  followed,  and  after  the  children 
were  asleep  Santa  entered  via  the  fireplace  and  retired  after  fill- 
ing the  children's  stockings  and  lighting  up  the  Christmas  tree. 
Then  the  children  woke  up,  etc.  Variations  of  these  plans  have 
been  used  by  many  stores  and  in  most  cases  have  proved  very 
successful. 


59.  Christmas  Contests  for  Children — Hale's  Store  in 
Sacramento,  Cal.,  held  a  number  of  contests  for  children  in  De- 
cember. One  was  a  daily  picture  and  verse-making  contest.  The 
prize  was  $5.cx)  gold  and  the  pictures  and  verses  were  published. 
The  terms  are  explained  in  the  following: 

We  give  $5  in  gold  every  day  for  the  best  picture  of  Santa  Claus 
accompanied  with  a  four-line  verse  containing  the  words  "Hale's"  and 
"Santa  Claus."  Draw  Santa  Claus  in  any  position  you  like.  Do  not 
trace,  be  original.  Draw  on  plain  white  unruled  paper,  not  less  than 
5x7  inches  or  more  than  8x10  inches.  The  name,  address  and  age  of 
the  child  must  be  plainly  written  with  ink.  Any  boy  or  girl  15  years 
or  under  may  compete.  Now,  children,  get  your  ink  and  paper  right 
now  and  have  one  in  to-morrow  morning. 

Another  contest  that  was  running  at  the  same  time  is  ex- 
plained by  the  following  quotation  which  appeared  under  the 
heading  "Santa  Claus  Institutes  a  Free  Gift  Contest  at  Hales." 

Every  year  the  jolly  old  Saint  makes  Hale's  his  headquarters,  spring- 
ing new  surprises  on  the  children  of  Sacramento.  This  year  we  have 
received  his  advance  instructions,  and  he  has  told  us  a  very  attractive 
proposition   for  all   the  boys  and  girls  of  this  town. 

In  this  letter  he  says:  "I  want  to  give  to  the  boys  and  girls  of 
Sacramento  ?.  series  of  handsome  presents — to  give  away  one  every  day 
from  December  5th  to  December  24th,  inclusive.  This  will  make 
eighteen  of  these  splendid  presents,  suitable  for  both  boys  and  girls. 
You  will  take  these,  all  of  which  I  have  selected,  and  put  them  in  your 
window,  so  that  all  the  children  can  see  them — so  that  they  will  realize 
what  I  am  going  to  do  for  them. 

"The  conditions  attached  to  the  giving  of  one  of  these  presents 
each  day  is  that  the  boys  or  girls  must  receive  the  largest  number  of 


It 


I 


84 


SALES  PLANS 


votes,  which  Hale's  will  give  away  with  every  lo-cent  purchase,  in 
Toyland  Basement,  which  will  be  my  headquarters. 

"I  am  doing  this  because  I  want  to  interest  the  children  to  get 
their  friends  to  buy  as  much  as  they  wish  at  your  store,  and  thus  give 
them  as  many  votes  as  possible.  In  this  way  the  children  can  interest 
their  parents,  their  parents'  friends,  their  own  friends,  their  school 
teachers,  and  everybody  who  wishes  to  help  them  along.  Votes  will  be 
given  out  with  every  lo-cent  purchase  in  the  Basement  Bazaar,  and 
must  be  cast  in  the  box  which  I  have  provided  within  48  hours  after  they 
are   stamped   and   issued  by  the  cashier. 

'These  prizes  which  I  have  given  for  each  of  the  days,  are  not  in 
any  way  cheap,  but  are  fine,  expensive  toys,  that  I  will  put  in  the 
window  so  that  all  the  children  can  see  them  for  the  week  before  the 

contest  starts. 

"I  want  this  to  be  the  biggest  thing  that  ever  happened  to  the 
children   of   Sacramento.  SANTA   CLAUS." 

Following  these  instructions,  we  placed  in  the  big  window  the  toys 
selected  for  this  contest,  with  the  tags  denoting  the  day  on  which  they 
will  be  given  away.  We  invite  the  children  to  see  them  and  then  they 
will  go  to  work  and  plan  how  they  will  interest  their  friends  in  order 
that  they  may  receive  these  beautiful  playthings. 

We  will  exhibit  them,  but  Monday,  December  5th,  will  be  the  first 
voting  day,  after  which  we  will  give  away  one  prize  every  day,  up  to 
December  24th. 

60.  Free  Dolls— Steinberg  Bros.,  in  Traverse  City,  Mich., 
have  a  coupon  system  that  they  have  found  quite  satisfactory  as 
a  trade  stimulator  for  November  and  December.  The  plan  is 
explained  in  one  of  their  advertisements,  as  follows : 

DOLLS    FREE   AGAIN. 

Last  Christmas  time  we  made  five  hundred  little  girls  happy 
with  the  beautiful  dolls  we  gave  away.  This  Fall  we  brightened 
the  table  of  many  a  home  with  a  beautiful  set  of  White  and  Gold 

Decorated  Dishes. 

Now  we  are  going  to  give  away  beautiful  Dolls  again — ^more 
of  them  and  as  pretty,  if  not  prettier,  than  last  year. 

In  addition  to  all  the  other  advantages  that  you  get  by 
trading  here,  we  will  give  a  Doll  ticket  with  every  50  cent  pur- 
chase. These  doll  tickets  are  to  be  gathered  and  kept  until  a 
day  or  two  before  Christmas  and  then  brought  in,  each  lot  in  an 
envelope  with  name  and  address  plainly  written.  The  Little  Lady 
bringing  in  the  largest  number  of  tickets  will  receive  the  biggest 


rj' 


CHRISTMAS   SCHEMES 


85 


doll,  worth  $15;  the  next  largest  number  will  receive  a  $12  doll; 
the  next  a  $9  one;  the  next  three  each  a  $6  one;  the  next  six 
each  a  $3.50  one;  the  next  twelve  each  a  $2.50  one;  and  every 
person  bringing  in  40  tickets  will  receive  a  $1.50  doll,  and  with 
20  tickets  a  doll  not  as  large  as  above,  but  still  a  nice  one.  BOYS 
CAN  SAVE  THESE  TICKETS  and  receive  Dandy  Uphol- 
stered Sleds  in  place  of  Dolls. 

61.  Santa  Clans  in  an  Antomobile— Several  merchants  in 
different  cities  used  a  Santa  Qaus  scheme  last  Christmas  with  a 
good  deal  of  success.    This  is  the  idea: 

Two  or  three  weeks  before  Christmas  a  notice  similar  to  the 
following  is  inserted  in  the  daily  papers : 

KRIS   KRINGLEGRAM. 

North  Pole,  U.  S.  A.,  Dec.  3,  IQOS- 

To  my  little  Milwaukee  Friends: 

I  will  arrive  at  the  North-Westem— Lake  Shore— Depot  at  9'-45 
o'clock  Saturday  morning,  board  my  automobile  and  after  a  little  spin 
through  the  city  I  will  proceed  to  the  "Best  store  in  town,'*  where  I 
shall  be  glad  to  greet  and  entertain  my  little  Milwaukee  friends.  On 
my  way  from  the  depot  I  will  distribute  souvenir  buttons  bearing  my 
likeness.  Signed, 

SANTA  CLAUS. 

This  notice  also  contains  the  route  that  will  be  taken  by 
the  automobile  or  sleigh.  When  the  time  arrives,  Santa  Claus 
is  on  hand  and  drives  with  a  good  deal  of  flourish  through  the 
streets  distributing  bags  of  candy  to  the  delighted  children  that 
are  lined  up  along  his  route  waiting  to  welcome  him.  After  going 
his  rounds,  he  drives  up  to  the  store,  where  he  is  installed  in  the 
toy  department. 

62.  Christmas  Gift  Checks— Steffler,  Leonard  &  West,  of 
Rantoul,  111.,  advertised  what  they  called  "Christmas  Gift 
Checks."  The  following  is  quoted  from  one  of  their  recent  ad- 
vertisements : 

"It  is  our  purpose  to  enable  every  person  in  this  part  of  the 
country  to  secure  all  their  Christmas  gifts  free  of  cost.  Every 
customer  who  buys  25  cents'  worth  of  goods  at  this  store  be- 
tween now  and  December  ist,  will  get  a  Christmas  gift  check 


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80 


SALES   PLANS 


for  one  cent,  good  in  trade  in  holiday  goods.  These  checks  will 
be  taken  the  same  as  cash  in  payment  for  any  holiday  goods 
during  the  month  of  December.  Commence  and  save  your  checks 
now  as  Christmas  will  soon  be  here  and  there  will  be  hundreds 
of  nice  things  in  every  department  of  this  great  store  which  will 
be  absolutely  free  with  the  gift  checks." 

The  Collins-Watson  Co.,  Santa  Barbara,  Cal.,  give  back  to 
their  customers  five  per  cent  of  all  purchases,  in  toys.  Coupons 
redeemable  at  the  toy  section  are  given  with  each  purchase. 

63.  A  Booklet  of  Christmas  Suggestions— The  Plymouth 
Clothing  House  of  Minneapolis  and  St.  Paul,  issues  a  little  book 
of  suggestions  for  Christmas  shoppers  each  year.  It  has  32 
pages,  about  3x4^^  inches,  filled  with  classified  suggestions  for 
gifts  for  men,  women,  boys  and  girls.  Under  each  head,  the 
articles  were  arranged  in  groups  at  certain  prices,  varying  from 
2c  to  $50.  It  is  really  a  very  useful  little  book  for  Christmas 
shoppers. 

64.  Free  Toys — For  several  years  the  Collins  &  Walton 
Co.,  Santa  Barbara,  Cal.,  has  made  a  practice  of  giving  toys  as 
premiums  with  purchases.  Beginning  with  the  first  of  No- 
vember, with  every  purchase  a  coupon  is  given  which  is  redeem- 
able for  five  per  cent  of  its  face,  in  toys.  This  plan  has  proved 
very  popular  and  a  great  many  thrifty  people  take  this  means 
of  making  a  little  saving  on  their  Christmas  expenses. 


i 


CHAPTER  VI. 
CO-OPERATIVE  ADVERTISING. 

At  this  time,  more  than  ever  before,  merchants  are  help- 
ing each  other  along  the  road  to  success.  They  have  found 
that  team  work  can  accomplish  many  things  that  are  impossible 
to  individual  effort.  In  almost  every  city  of  any  consequence, 
the  merchants  are  banded  together  for  their  common  welfare. 
Instead  of  working  individually  and  in  many  directions,  their 
combined  efforts  are  used  to  promote  the  welfare  of  thfe  Asso- 
ciation and  its  individual  members.  Much  has  been  accom- 
plished in  this  line,  especially  in  the  matter  of  bringing  trade  from 
surrounding  territories,  to  the  cities  where  the  Associations  are 
located.  The  following  will  rive  an  idea  of  the  manner  m  which 
these  Assocations  work: 

65.  Advertising  a  City— The  two  reproductions  shown 
here  will  serve  to  illustrate  a  phase  of  advertising  that  is  being 
used  with  remarkable  success  by  the  merchants  of  some  of  the 
more  important  cities  all  over  the  country.  Each  of  these  ads 
is  reduced  from  a  full  newspaper  page— one  of  them  appeared 
in  the  papers  of  ZanesviUe,  O.,  and  the  other  in  those  of  In- 
dianapolis. We  have  received  many  similar  advertisements  from 
other  cities  of  the  Middle  West.  These  ads  are  part  of  a 
scheme  of  co-operative  advertising  that  is  just  now  beginnmg  to 
receive  considerable  attention.  It  will  be  noticed  from  the  names 
appearing  on  these  advertisements  that  these  associations  are  not 
confined  to  any  one  class  of  merchants.  They  take  m  every  line 
of  trade.  That  is  where  they  differ  from  most  merchants*  asso- 
ciations.   The  plan  in  a  few  words  is  this :    A  number  of  the  more 


)    J 


^ 


1 11 


I,'. 

I  1    j; 


88 


SALES  PLANS 


prominent  merchants  of  a  city  are  formed  into  an  association  for 
exploiting  and  justifying  the  claims  of  their  particular  city  as  a 
buying  center  for  all  the  surrounding  country,  taking  in  all  the 
small  towns  and  cities  within  a  radius  of  from  fifty  to  seventy- 
five  miles.    This  involves  advertising  the  city  as  a  trading  center 


f* 


Seventy-five  miles  both  ways  on  interurban  lines. 
Forty  miles  both  ways  on  steam  roads.* 

THOUSANDS  ol  the  BEST  PEOPtE  dt  INDIANA  ABE  TAKING  ADVAKTACE  ol  THtS  OFFER 

Why  Not  Do  Your  Shopping  at  Indianapolis 

Where  vou  wiU  find  the  largest  assortment  of  the  rarest  and  rnost  beautiful  selection  of  staple  ma- 

SsTln  TvaJTous  1,1^  md.cated  below?  Make  up  your  list  of  ih'ngs  needed  and  rome  now. 

ASK  FOR  A  REBATE  BOOK  ONLY  AT  THE  STORES  OF  THE  MEMBERS 


■.■.■MUCK 

ica. 


_0k 
M*|rar«C» 


I.B.I 


■  •    » 


»ll|ll'«0« 


r. 
ACa. 


l«k  CO.(M»l 


■.P.' 


rmf  nrftiTT 


-THE  PLAN- 


»•  ■MWi  I  iMm  «  MHi  a*i  *ia  MkMillt «« 
inmmi  it  itm  ¥  m Immmlm w *m ^ tm»^  ^ 
0«f  nJi  CCm  4MtT«aU.  CUN  MMIt  Ml  M  MM 

Hnan  uxM  n  1  iiiuni  mriKf  av  Mr  • 
"~  aniuwui  natmn  im  mb  ant  hm  r 

mixttl^mMmlkmitmtitlmmmmmmmmt.^ 


iM (g. « •tuoiMTv iMeaToiiim  im ••i K «"»••»•  « 


hi  Fit* 


Utai  JOHN  T.  SAULTER.  MIUfM««r.  R  M  WiMihi  ft  (tar 


and  it  also  involves  bettering  the  trading  conditions  of  the  city 
in  every  vv^ay  possible. 

It  would  be  hard  to  say  which  city  was  the  originator  of 
this  plan,  but  the  honor  probably  belongs  to  Terre  Haute,  Ind., 
or  to  Indianapolis.  Both  of  these  cities  have  been  working  along 
the  same  general  lines  for  many  years  with  signal  success,  and 
now  other  cities  are  using  the  same  idea  with  good  results.    The 


CO-OPERATIVE  ADVERTISING 


89 


Association  at  Indianapolis  has  been  particularly  successful  and 
the  general  system  in  use  there  has  been  much  copied.  Louis- 
ville, Ky. ;  Buffalo,  N.  Y. ;  St.  Joseph,  Mo. ;  Columbus,  O. ;  Du- 
luth,  Minn.;  Dayton,  O. ;  Birmingham,  Ala.;  Raleigh,  N.  C; 
Evansville,  Ind.,  are  a  few  of  the  cities  of  importance  that  have 


t.  tnfta£T    mam  x  nn 


THEY'LL   REFUND 
YOUR  RAILROAD  PARE! 

IF  YOU  LIVE  WITHIN  FIFTY  MILES 

And  Purchase  Merchandise  from  the  Mer- 
chants Who  Are  Subscribers  to 

THE  CASH  TRANSPORTATION  REFUND  SYSTEM 


On  Every  Purchase  of  $io  or  Over 

Al  any  of  the  aloraa  sutocribing  to  the  system  you  will,  on  presenting  your  rstum  nri^ 
road  tieliet,  be  given  your  round  trip  fare  to  Zanesvilie  from  your  home. 

However,  If  Your  Purchase  Amounts  to  Only  $5, 

V««r  lara  wlU  b*  paid  mm  way.    NOW  UNDERSTAND  Mial  H  ianotiMOMMry  topurchasalha  wholaaawtHM 

«l  SIO  Iram  aaa  atora  »r  from  ana  cartain  Hna  ol  gaoda.    Tha  ayatam  rapi  laaiila  aaam 

knawn  hind  al  marchandiaa  far  aaia  by  retail  marchanta  and 

OUR  PLAN  IS  AS  FOLLOWS: 


BmrM^  iMw  fcilN^lN  >•  ite  ifi^  M  ««  Mf  AM  FM  IwM  ipMl  B  B  far  «  MB  tf  *T  fw*.  «t  *rt  «■  In 

k>  Mfw  ta  **  trMw  m4  Ite  aanM*  ln*4i  aT  gM*  Iter  •**  'w  mtt.  aol  •■  >Mck  anil  ki  >■*«»■<  ifta  —■■al  al  f 


IM  •>«  MaM  tf  f«w  Mi 


•.KVItap      . 


A«.lMr*fli, 


i  B  I 

ft  B  l^fer   -. 


CO  ttr 
A.  B.  »^ 


The  Cash  Transportation  System, 


business  men's  organizations  modeled  more  or  less  closely  after 
the  Indianapolis  plan.  As  the  Indianapolis  Association  is  at- 
tracting such  wide  attention,  we  give  a  synopsis  of  the  methods 
used  in  increasing  its  trade  with  buyers  of  the  country  and  towns 
surrounding  the  Hoosier  Capital. 

The  Merchants'  Association  was  first  organized  by  ten  of 
the  representative  merchants  of  Indianapolis  comprising  various 


sn 


M' 


m 


90 


SALES  PLANS 


lines.  Successful  from  the  first,  it  steadily  grew  more  so,  until 
at  present  the  merchants,  the  city  and  the  buyers  are  reapmg 
splendid  benefits  from  the  system  employed  by  the  organization. 
The  first  year  the  initiation  fee  was  $25  and  the  annual  dues  $10. 
After  the  first  year  a  paid  secretary  was  employed  and  the 
initiation  fee  was  increased  to  $100,  with  annual  fees  of  $50.  The 
dues  have  since  been  doubled.  The  membership  has  also  been 
increased  to  thirty  representative  merchants.  There  has  never 
been  any  effort  to  swell  the  membership  to  make  it  take  in  any 
other  than  business  men  of  the  highest  standing,  and  to  that  fact 
is  largely  due  the  success  of  the  organization.  Those  who  have 
been  permitted  to  become  members  have  worked  together  in 
perfect  harmony  from  the  beginning. 

When  the  railroad  fare  rebate  was  inaugurated  in  1898,  this 
feature  was  found  to  be  a  very  expensive  one.  The  running  ex- 
penses of  the  Association  and  the  railroad  fares  paid,  amounted 
to  more  than  twenty  per  cent  of  the  sales  made  through  the 
plan.  This  was  disappointing,  but  the  management  was  not  dis- 
couraged. The  members  felt  that  the  plan  was  a  good  one  and 
stuck  to  it  faithfullv.  That  their  judgment  was  well  founded 
has  now  been  thoroughly  demonstrated.  The  expenditures  have 
been  so  systematized  that  while  expenses  have  increased  greatly, 
sales  have  also  increased  to  such  an  extent  that  the  cost,  includ- 
ing rebates,  is  now  not  more  than  eight  per  cent. 

In  the  beginning,  the  rebate  feature  was  the  principal  object 
of  the  organization,  but  it  is  now  looked  upon  as  merely  a  side 
issue  to  the  general  scheme.  One  of  the  first  benefits  derived 
was  the  result  of  a  secret  agreement  not  to  go  into  any  advertis- 
ing schemes  not  endorsed  by  the  Association.  This  cut  off  a 
considerable  loss,  as  it  cut  out  programs,  score-cards  and  all  of 
the  many  publications  issued  by  religious,  social,  political,  labor 
and  other  organizations.  In  fact,  it  eliminated  all  publications 
excepting  the  regular  newspapers. 

A  credit  department  also  was  organized,  and  this  has  proved 
of  great  benefit  to  the  members.  By  an  arrangement,  to  which 
all  of  the  members  subscribe,  any  member  can  get  information 
concerning  the  credit  of  any  person,  from  the  books  of  any  other 
member,  although  he  is  not  apprised  as  to  the  source  of  informa- 


CO-OPERATIVE   ADVERTISING 


91 


tion.  A  collection  department  is  also  maintained  with  letter  heads 
bearing  the  names  of  all  of  the  members.  This  is  said  to  be  very 
effective  in  prompting  debtors  to  meet  their  obligations.  In  con- 
nection with  this  feature,  if  a  member  finds  a  debtor  too  slow, 
he  is  reminded  that  he  is  behind  and  informed  that  unless  the 
account  is  settled  within  a  reasonable  length  of  time,  it  will  be 
turned  over  to  the  Merchants'  Assocation  for  collection.  A 
card,  giving  the  names  of  all  the  members,  is  enclosed  and  in  most 
cases  this  saves  pressing  the  matter  further. 

Another  advantage  of  the  association  is  that  it  relieves  mem- 
bers of  individual  responsibility  in  cases  where  it  would  be  prac- 
tically impossible  to  act  independently.  Merchants  in  any  line, 
desiring  to  prosecute  a  suit  for  the  correction  of  any  evil  or  con- 
ditions, can  bring  the  suit  in  the  name  of  the  Merchants*  Asso- 
ciation by  paying  the  costs. 

For  example,  the  clothing  merchants  desired  to  stop  Sun- 
day selling  by  some  of  the  stores.  They  took  the  matter  up  in 
the  name  of  the  Merchants'  Association  and  accomplished  their 
purpose  without  having  their  names  brought  into  the  matter  in 
any  way.  The  association  has  also  been  active  in  securing  bene- 
ficial  legislation  both  in  the  state  legislature  and  in  the  city  coun- 
cil. The  organization  is  recognized  as  a  strong  and  effective 
power  in  the  community  and  its  counsel  is  constantly  in  demand 
in  matters  of  city  interest.  It  is  called  upon  almost  daily  to  give 
endorsement  to  different  schemes  and  great  caution  is  exercised 
along  those  lines.  Up  to  the  present  time  no  mistakes  have  been 
made  in  that  way.  The  rebate  plan  used  by  the  Indianapolis 
merchants  is  explained  in  their  advertisements  as  follows : 

The  Merchants'  Association  of  Indianapolis  will  refund  the 
round  trip  fare  to  persons  living  within  a  radius  of  forty  miles 
from  Indianapolis  upon  the  purchase  of  $25  of  merchandise  from 
one  member  of  the  Association  or  from  all  combined. 

One  per  cent  additional  cash  rebate  will  be  allowed  on  all 
additional  purchases  in  excess  of  $25.00. 

Persons  living  at  a  greater  distance  than  forty  miles  may 
have  their  fares  rebated.  To  illustrate :  If  you  live  sixty  miles 
away,  the  Association  refunds  you  forty  miles  of  it  both  ways, 
leaving  the  cost  of  only  twenty  miles  to  you. 


t« 


92  SALES  PLANS 

Interurban  passengers  are  given  entire  fare  for  seventy-five 
miles  both  ways,  but  should  ask  conductor  for  ticket  or  cash 
receipt,  which  must  be  shown  at  stores  where  purchases  are  made. 

Ask  for  Merchants'  Association  rebate  book  in  the  first 
store  you  enter  of  those  named  above  as  members.  Insist  on 
having  each  purchase  entered  in  the  rebate  book  in  every  mem- 
ber's store  you  trade,  and  when  through  buying,  present  book  at 
i6  East  Washington  street,  over  Columbia  National  Bank,  at 
any  time  between  8  a.  m.  and  6  p.  m.  and  get  your  rebate.  It 
is  all  very  simple— no  extra  trouble.  Application  for  rebate 
book  must  be  made  at  time  purchase  is  made. 

Every  line  of  merchandise  is  represented.  The  Merchants 
Association  of  Indianapolis  includes  the  representative  retail 
stores  of  the  citv  and  covers  practically  every  Hne  of  merchan- 
dise needed  for  personal  or  home  use.  You  may  spend  $3  at  one 
store,  $10  at  another,  $8  at  another,  and  $4  in  miscellaneous  pur- 
chases—there is  $25.00  expended  for  which  your  round  trip  will 

be  refunded. 

The  Merchants'  Association  guarantees  to  each  customer  the 

fulfillment  of  the  above  proposition. 

Aside  from  the  foregomg,  there  are  many  other  ways  m 
which  merchants  can  co-operate  to  bring  trade  to  their  stores 
and  can  accomplish  by  united  effort  what  would  be  impossible  for 
individuals.     For  example,  the  merchants  of  Fort  Wayne,  Ind 
united  with  the  manufacturers  of  that  city  in  an  exposition  that 
is  absolutely  unique  and  which  gave  the  city  and  the  merchants 
a  good  deal  of  advertising.     It  was  called    a    "Made-in-Fort- 
Wayne-Exposition,"  and  proved  to  be  a  remarkably  successful 
attraction.    All  of  the  down  town  merchants  donated  the  use  of 
their  show  windows  to  enable  the  manufacturers  to  display  their 
products.      In  the    show    window  of  nearly  every  down  town 
store  some  manufacturer  had  placed  a  display  of  the  products 
of  his  factory.     All  of  them  were  attractive  and  in  a  number  ot 
instances  were  upon  a  magnificent  scale  and  arranged  with  rare 
artistic  skill  and  taste.     Of  course  the  products  shown  in  the 
windows  had  nothing  to  do  with  the  goods  for  sale  in  the  store- 
for  example,  an  engine  or  something  equally  foreign  to  the  dry 
goods  trade  might  be  shown  in  the  window  of  a  dry  goods  store. 


CO-OPERATIVE  ADVERTISING 


93 


Many  manufactured  products  too  large  to  go  in  the  windows, 
were  exhibited  upon  the  sidewalk  of  the  public  square. 

Of  course  the  merchants  made  no  sales  from  their  windows, 
but  they  nevertheless  derived  a  direct  and  substantial  benefit 
from  the  displays.  The  exposition  leaped  at  once  into  popular 
favor.  It  brought  great  numbers  of  people  into  the  city  and  it 
kept  large  crowds  of  Fort  Wayne  people  on  the  down  town 
streets.  This,  of  course,  resulted  in  large  sales  by  all  the  stores. 
The  exposition  was  such  a  pronounced  success  from  every  point 
of  view  that  it  will  be  made  an  annual  feature  and  already  plans 
are  being  made  for  next  year's  event.  It  has  remained  for  Fort 
Wayne  to  create  a  novelty  which  will  without  doubt  do  much  to 
advance  the  commercial  interests  of  the  city. 

66.  Co-Operative  Voting  Contest — Ten  merchants  of  Haul- 
ton,  Me.,  held  a  co-operative  voting  contest.  Votes  were  given 
customers  according  to  the  amount  of  money  spent,  and  the 
prizes  were  awarded  to  the  persons  or  organizations  receiving 
the  highest  number  of  votes.  Several  societies  figured  in 
the  contest,  and  the  members  did  some  energetic  canvassing, 
which  resulted  in  large  sales  by  the  stores  oflfering  the  prizes. 
More  than  50,000  votes  were  cast  during  the  four  weeks  of  the 
contest.  There  were  four  prizes,  as  follows:  First,  a  $500 
piano;  second,  a  $100  scholarship  in  a  business  college;  third, 
$25  cash,  and,  fourth,  $10  cash. 

67.  Special  Bai^in  Days— The  merchants  of  South 
Omaha,  Neb.,  believe  that  they  have  found  a  solution  of  the 
home  patronage  problem.  South  Omaha  is  connected  with 
Omaha  by  a  street  car  line  and  most  of  the  residents  of  the 
suburb  did  their  shopping  in  the  larger  city.  This  worked  quite 
a  hardship  on  the  merchants  of  the  smaller  place  and  some  of 
the  more  enterprising  ones  set  about  to  find  a  remedy  that  would 
keep  trade  at  home. 

After  some  deliberation,  it  was  decided  to  hold  special  bar- 
gain days  every  Wednesday  and  all  the  South  Omaha  merchants 
agreed  to  make  especially  attractive  oflferings  on  that  day.  All 
of  the  merchants  took  up  the  idea  with  vim  and  energy.     The 


i 


I 


t 


'~J1 


94 


SALES  PLANS 


first  '^Bargain  Day"  was  worthy  of  the  name.  Genuine  bargains 
were  offered  everywhere;  special  displays  were  made  and  the 
affair  was  generously  advertised.  All  of  the  merchants  agreed 
that  the  day  was  a  great  success — much  better  in  fact  than  they 
had  hoped  for.  The  second  Bargain  Day  was  even  more  of  a 
success  than  the  first  one  had  been  and  each  succeeding  one  has 
shown  a  healthy  gain  over  preceding  ones.  The  merchants 
are  all  delighted  with  their  success  and  are  "boosting"  as  hard 
as  they  can  to  get  every  one  interested.  As  a  result,  "Bargain 
Day"  has  become  a  household  word  and  very  few  now  go  to 
Omaha  to  make  purchases.  The  same  idea  could  be  used  with 
profit  by  any  other  small  city  situated  on  the  outskirts  of  a  much 
larger  one. 

68.  "Dollar  Day" — Business  men*s  associations  and  mer- 
chants who  are  on  the  lookout  for  novelties  will  be  interested 
in  a  scheme  used  by  the  merchants  of  Marlboro,  Mass.,  to  bring 
trade  to  that  city.  They  fixed  upon  a  certain  Friday  which  they 
called  "Dollar  Day."  On  that  date  they  advertised  that  all  the 
merchants  in  Marlboro  would  unite  to  make  it  a  special  object 
for  everybody  in  or  near  the  city,  as  well  as  f'rom  all  the  sur- 
rounding towns,  to  come  out  and  visit  the  stores  all  over  the 
city. 

In  practically  every  line  of  business  and  in  every  store  in 
the  city  special  bargains  were  given  for  $i  and  they  were  real 
bargains,  too.  The  plan  was  more  for  advertising  than  to  make 
money  and  customers  were  given  really  remarkable  values. 

"Dollar  Day"  in  Marlboro  proved  a  great  success  and  did 
more  to  bring  trade  into  the  city  than  any  other  scheme  the  mer- 
chants had  ever  tried.  The  "Dollar  Day"  idea  would  unquestion- 
ably be  more  effective  if  co-operated  in  by  all  the  merchants  of 
a  city.  Still  if  all  the  merchants  could  not  be  persuaded  to  join  in 
the  scheme,  two  or  three,  or  even  one,  might  use  the  idea  suc- 
cessfully as  the  basis  of  a  sale. 

69.  A  Puzzle  Contest — Sixteen  business  men  of  Waltham, 
Mass.,  used  a  co-operative  advertising  scheme  with  a  good  deal 
of  success.     Each  of  them  had  his  advertisement  printed  on 


1.1 


CO-OPERATIVE   ADVERTISING 


95 


designs  similar  to  the  one  shown  here,  and  each  party  had  his 
cards  printed  in  sixteen  different  shapes.  All  of  the  sixteen  ad- 
vertisers took  ten  thousand  cards  apiece  and  these  were  dis- 
tributed by  carriers  to  every  home  and  public  place  in  the  city. 


GEO*  L  KELLY  &  CO. 

Clothiers,  Hatters  and 
Furnisherst 

143  MOODY  STREET 


WhM  fM  fflatdl  «p  the  |6  cirdf  ih»t  farm  thii  tftractory  pazsl«. 
«  doata  cabiatt  photo(nph>,  PRBB.  by  Ihc  bcM  pkotoKnphcr  m  i 


EobOT  B.  Jal 

I.e.  IMH 

Wm.  H.  Udkr 

WanwF.  KMraoa 

Walwlkid 

C.  H.  Dotacn 

Ctatnl  Dry  Good*  C*. 

f .  H.  Cans  *  Sm 

Cm.  I.  lUllr  k  C«^ 

FVcdT.  Bwn* 
M  «a  be  tuitM 
rit.  A.  Wawm. 


The-  trick  was  to  match  the  cards  of  different  shapes  cor- 
rectly into  a  perfect  square  with  each  advertiser  represented. 
Hundreds  competed,  or  tried  to  work  the  puzzle,  but  only  three 
succeeded.    For  months  the  puzzle  was  the  talk  of  the  town. 

70.  Piano  Contest  Conducted  Jointly — Four  merchants  of 
Amboy,  Ind.,  conducted  a  joint  piano  contest  in  which  a  $350 
instrument  was  offered  to  the  local  lodge  or  society  obtaining 
the  greatest  number  of  votes.  The  particulars  of  the  scheme  are 
explained  in  the  following,  which  is  taken  from  a  large  bill  which 
was  used  to  advertise  the  contest : 

Every  cash  purchase,  or  cash  credit  on  account,  of  loc  or  multiple 
of  IOC,  made  at  W.  P.  Miller's  General  Store,  Lewis  &  Son's  Grocery, 
J.  F.  Overman's  Hardware  and  Implement  Store,  or  T.  C.  Pearson's 
Furniture  and  Undertaking  Establishment,  will  entitle  the  purchaser  to 
one  vote  for  every  ten  cents,  for  their  favorite  society,  to-wit :  The 
Independent  Order  of  Odd  Fellows,  The  Modern  Woodmen  of  Amer- 
ica,  The   Christian    Endeavor   Society,   or   the   Epworth   League. 

A  ballot  box  will  be  placed  in  each  of  the  above  named  stores  and 
held    open    from   the    morning   of    February    ist    till    Saturday   evening, 


i 


V 


96 


SALES  PLANS 


July  2nd,  1904,  when  the  polls  shall  close  and  the  votes  counted  by  the 
representatives  selected  by  the  different  societies.  The  society  receiving 
the  largest  number  of  votes  will  receive  the  piano  at  four  o'clock  on 
the  afternoon   of  July   4th. 

71.    The  "Bargain  Man"— There  is  a  pointer  in  the  per- 
sistency   with    which    the   merchants    on    North    Fulton    street, 
Brooklyn,  get  after  the  people.    Every  street  has  an  unpopular 
side,  and  dealers  located  thereon  have  a  problem  to  face.    These 
Fulton  street  people  have  gone  a  step  further  than  merely  using 
placards  and  signs.    Not  long  ago  an  ad  appeared  telling  shop- 
pers  to   "Walk   on   the   north   side   of   Fulton   street   and   you 
may  get  a  dollar."    It  was  stated  that  the  "Bargain  Man"  would 
give  away  money  all  day  and  that  he  would  promenade  every 
day  of  the  week,  carrying  a  pocketful  of  silver  dollars,  and  every 
quarter  or  half-hour  by  the  tick  of  the  watch  from  the  time  of 
starting  he  would  turn  around  sharply  and  present  a  dollar  to  the 
very  first  person  behind,  man,  woman  or  girl,  recipient  giving 
name  and  address  to  protect  the  "Bargain  Man"  in  his  report. 
Most  of  the  time  he  was  announced  as  staying  on  the  sidewalk, 
though  occasionally  walking  through  some  of  the  stores  on  his 
side  of  the  street.    It  is  needless  to  say  that  he  did  not  perambu  • 
late  on  the  south  side  with  the  Loeser  and  Abraham  &  Straus 
crowd.    A  sign  showing  the  names  and  addresses  of  those  who 
received  the  dollars  was  displayed  in  windows  of  five  stores  each 
day  the  "Bargain  Man's"  deeds  were  recorded.     He  says  that 
nearly  a  third  of  those  to  whom  money  is  offered  refuse  to  give 
their  names   and  perhaps  one-fourth   refuse   the   money.     The 
"Bargain  Man,"  by  the  way,  was  changed  every  day  so  that  he 
would  not  be  spotted  and  followed. 

72.  Merchants  Unite  to  Hold  Spring  Openings— For  a 
number  of  years,  the  merchants  of  Barnard,  Mo.,  have  been 
uniting  in  holding  their  spring  opening  with  a  good  deal  of  suc- 
cess. Mr.  F.  M.  Hunt,  of  the  firm  of  StaUing  &  Hunt,  writes 
about  the  plan  as  follows : 

"Barnard,  Mo.,  is  a  little  town  of  500  inhabitants,  located  in 
the  fertile  county  of  Nodaway  on  the  One  Hundred  and  Two 
River.    Its  merchants  are  progressive  and  in  harmony  on  every 


CO-OPERATIVE   ADVERTISING 


97 


movement  for  the  betterment  of  the  town  and  they  never  fail  to 
draw  big  crowds  when  the  effort  is  made.  For  the  last  three 
years  we  have  joined  forces  in  the  work  of  making  our  spring 
opening  a  success  and  we  have  found  that  not  only  is  the  expense 
reduced,  but  the  returns  are  much  greater  than  when  the  mer- 
chants act  as  individuals.  The  day's  entertainment  on  our  last 
opening  consisted  of  band  concerts  during  the  day  and  evening, 
a  drill  and  a  basket-ball  game. 


73.  Helping  Monday's  Bnsiness — In  most  cities  the  mer- 
chants have  plenty  of  business  on  Saturday — ^more,  in  fact,  than 
they  can  comfortably  attend  to,  while  on  Monday  trading  is  usual- 
ly very  slow.  This  was  the  case  in  Knoxville,  Tenn.,  and  the 
merchants  resolved  to  unite  in  adopting  some  measure  whereby 
trading  on  the  two  days  might  be  more  equally  divided.  Ac- 
cordingly they  agreed  to  boom  Monday  as  a  bargain  day  and 
each  one  advertised  a  good  list  of  special  bargains.  The  news- 
papers helped  out  by  devoting  considerable  space  to  the  plan 
and  the  results  were  highly  satisfactory.  The  combined  an- 
nouncements of  the  merchants  brought  out  a  great  crowd  of 
shoppers  and,  while  Saturday's  business  did  not  suffer  to  any 
great  extent,  Monday's  trading  was  beyond  all  precedent.  The 
merchants  are  all  so  well  pleased  with  the  idea  that  "Bargain 
Monday"  has  been  made  a  regular  event  in  Knoxville. 


r 


74.  Monthly  Bargain  Days — The  merchants  of  Rogers, 
Ark.,  unite  in  holding  a  special  "Sales  Day"  on  the  first  Mon- 
day of  each  month.  On  this  day  special  prices  are  made  by  all 
of  the  stores  and  there  is  a  program,  including  a  band  concert 
and  other  features  for  the  entertainment  of  the  farmers  and 
their  families.  On  each  of  these  sale  days  a  half  dozen  or  more 
prizes  of  value  are  distributed  among  the  farmers.  Their  dis- 
tribution is  left  to  chance. 


75.  Co-Operative  Plan  to  Draw  Trade — In  order  to  draw 
trade  to  their  city,  the  merchants  of  What  Cheer,  la.,  have 
formed  an  association  and  issue  what  they  call  "Scrip,"  which  is 
redeemable  at  any  of  the  associated  stores. 


I! 


Jf 


CHAPTER  VII. 
STORE  PAPERS. 

There  is  one  point  on  which  all  who  have  used  store  papers 
are   unanimous— all  agree  that   they  are   an   exceedingly   good 
means  of  advertising.    Aside  from  that  one  point  there  is  a  great 
diversity  of  opinion  and  scarcely  two  merchants  wdl  be  found 
who  hold  the  same  views  as  to  just  what  a  store  paper  should 
be      Papers  gotten  out  by  different  stores  range  from  a  simple 
monthly  leaflet  to  an  elaborate  and  costly  quarterly,  representing 
the  highest  type  of  the  printer's  art.     Most  of  them  are  good; 
all  are  interesting  and  it  is  likely  that  each  one  of  them  is  well 
suited  to  the  purpose  for  which  it  was  intended.    Each  paper  is 
probably  the  result  of  a  careful  study  of  the  conditions  which 
brought  it  into  existence. 

In  planning  the  make  up  of  a  store  paper  there  are  a  great 
many  things  to  be  considered.    The  nature  of  the  merchant  s  busi- 
ness and  the  class  of  customers  to  whom  he  appeals  are  potent 
factors.     The  size  and  location  of  his  town  with  reference  to 
large  cities  and  the  character  of  local  newspapers  are  also  of  im- 
portance.   A  paper  which  would  serve  one  merchant  admirably 
might  prove  of  little  value  to  another  in  the  same  hue  of  business 
a  dozen  blocks  away.    In  this  article,  however,  it  is  not  intended 
to  handle  the  subject  in  a  theoretical  way ;  but  rather  to  give  the 
testimony  and  opinions  of  retailers  who  have  actually  tried  store 
papers  and  are  therefore  in  a  position  to  speak  authoritatively  as 

to  their  worth.  ,  ,•  >     i  •      n  „„,*c 

The  papers  that  are  described  here  are  published  in  all  parts 

Of  the  country.    All  of  them  have  been  given  a  fair  tria   and  all 

have  proved  to  be  money  makers  for  the  merchants  who  issue 


STORE  PAPERS 


99 


them.     They  have  been  chosen  on  account  of  their  dissimilarity 
and  are  described  as  fully  as  possible  in  an  article  of  this  nature. 

76.  A  Clothier's  Store  "Bvitx—Vincenfs  Talk  is  a 
clothier's  store  paper  published  by  G.  N.  Vincent  to  advertise  his 
store  at  12th  street  and  Sixth  avenue.  New  York.  It  has  four 
pages  and  is  about  6x9  inches  in  size.  As  the  name  implies, 
this  paper  is  made  up  of  a  lot  of  short  "talks"  on  clothes  and 
very  good,  convincing  talks  they  are,  too.  The  copy  is  written 
by  Mr.  Vincent  and  he  writes  it  very  well  indeed.  The  "talks" 
are  terse,  crisp  and  to  the  point — none  of  them  requires  more 


i 

PI 


vinrcENrs  talk 


k  <a  btarcaifeic     Com  FranM  Break  far  iW 
^  *f  SMHR<uonih.i.How( 

C»«wS  ^TSiTrnV,         -Baft  ea  Su4  Fih. 


Vincent's  Talk. 

VOI>  1  KE«  YO«K.  BBPICMBEB,  1H>  Ma 


IteVYM  Kmv  Thft  k   ATlSaorWuch,*] 
T«h»  Co— !■  aai  Our-        W^pm  •  Dariv  Hi^  • 
•Mr  To  IbkiTyMWdB  Vtaori  Sril 


p.  mmtmmu  amtt^mimtt*      in  mnt»  ■— — 1»  ■» 


To  Y««»  Ik  «te  An   '  **"  ""^  *■ 
'"■■!|.  "1*  mtntm  •  K  T 


wle  An  n«a<  tt     m  ^»  aM  ■»  ■>  -mt  ttm, 

TLd.    —      -  t  OS  Ml  ttM  w  tt««— »»  "  ■■■ 


■^•"•••■k  mmutmttmm.  Mum. 


»  H.  rmcifc 


■akr.lt  tm  ••••n  «■  IMK  Ik*.    Ot  ^  MH  M 
•K  I  tmm  MM  iMr  krxMi   I    mt  «M   m* 

>vw»-  •*».«•••••  (un  •--  ■•-«  ■. 
•««.TiiKan: 


than  a  minute  in  the  reading  yet  in  the  space  of  a  few  sentences 
a  great  deal  is  said  for  the  prospective  clothes  buyer  to  think- 
about.  In  each  issue  there  are  a  dozen  or  more  ''talks"  and  each 
one  is  written  with  a  view  of  emphasizing  one  idea  about  Vin- 
cent's clothes.  When  the  reader  has  finished,  that  one  idea  is 
likely  to  be  pretty  permanently  fixed  in  his  mind.  QuaHty,  price, 
style,  workmanship,  the  ability  to  fit  everybody  as  he  should  be 
fitted — ^these  are  the  principal  points  dwelt  upon  and  ^Ir.  Vin- 
cent's way  of  stating  his  claims  is  altogether  convincing.  Here 
are  some  characteristic  "talks": 


i 


100 


SALES  PLANS 


STORE  PAPERS 


101 


THE  TRUTH    ABOUT  CLOTHES. 

Very  few  men  renlly  get  the  value  of  what  they  pay  for  their 
clothes.  Most  of  the  ready-made  clothes  are  made  of  good  enough 
cloth.  The  chief  defect  has  been  careless  make,  the  result  of  which  is 
they  quickly  get  out  of  shape.  When  the  shape  is  gone  the  clothes 
are  gone.     You  don't  get  a  chance  to  wear  the  cloth  out. 

This  making  them  so  they  will  keep  their  shape  is  an  art  which  few 
acquire.  The  work  hidden  between  the  cloth  and  the  linings,  the  stretch- 
ing, shaping  and  the  padding,  all  of  it  done  by  hand,  is  what  separates 
a  well-made  coat  from  a  poorly  made  one.  Our  clothes  fit  and  keep 
their  shape  because  there  is  skill  and  time  used  on  them,  and  because 
of  that  they  cost  some  more  than  the  careless  kinds. 

Vincent's  talk  to  stout  men. 
Stout  men  of  all  men  should  dress  carefully.  There  are  probably 
more  stout  men  in  New  York  than  in  any  other  city  in  the  United 
States.  Very  few  of  them  wear  clothes  that  make  them  look  right. 
Invariably  their  clothes  are  too  big  for  them  in  places,  too  small  for  them 
elsewhere— they  are  usually  misfitted.  Now,  our  stout  suits  are  so  well 
made  and  cut  that  they  make  a  stout  man  look  a  good  shape  and  not 
bigger  than  he  really  is.  It  is  safe  to  say  that  our  suits  will  make 
a  '=tout  man  look  ten  pounds  lighter  than  the  ordinary  ready-made  suit. 
Suits,  $io,  $12,  $15  and  upward.  The  kind  we  are  talking  about  here 
are  $15. 

to  the  man  who  has  been  going  to  one  place  for  twenty  years  and 
don't  know  what  has  been  going  on  in  the 

CLOTHES    business    LATELY. 

Just  from  habit  he  goes  to  the  old  place.  He's  just  as  comfortable 
in  his  clothes  now  as  then.  What  if  the  collar  is  too  high  and  the 
lapel  rolls  one  side  down  four  inches,  the  other  two ;  the  edges  curl  out 
in«=tead  of  in,  the  vest  a  little  wrong  about  the  neck,  the  trousers  an 
inch  or  two  too  wide  at  the  waist?  Only  little  things.  It's  always  been 
so  and  it  doesn't  matter-the  cloth  is  good,  you  know.     "I  always  get 

good  cloth."  ...  . 

Why  man  the  only  virtue  in  your  position  is  that  you  have  an 
immense  pleasure  to  come.  A  good  fitting  suit  that  will  keep  its  shape 
will  give  you  more  pleasure  than  a  hundred  good  dinners.  .We  are 
simply  violent  about  sending  out  clothes  that  fit  and  keep  their  shape. 
Suits,  $15.      We'll  promise  comfort. 

"ready"    clothes    WILL    NOT    FIT   EVERY    MAN. 

I  can't  fit  everybody.  Men  who  are  very  far  from  the  average  can  be 
fitted  in  our  made  to  order  department.  If,  however,  he  is  accustomed 
to  ready  clothes  I  will  absolutely  guarantee  to  improve  his  appearance. 
We  have  $8,  $10  and  $12  suits,  and  they  are  good  for  the  price,  but 


these  sums  are  just  too  little  for  us  to  do  our  best.  At  $15— excellent 
made.  There  we  start — start  well.  There  is  where  you  will  sing  our 
praises,  for  we  really  have  stylish,  very  well  made,  good  fitting  suits. 
Oh!  if  you  could  see  them  and  try  them  on!  Just  come  and  try 
them  on !      That  will  prove  to  you  more  than  words. 

*  *  ♦        * 

There  are  "catchy"  things  in  music,  in  pictures,  in  faces,  figures 
and  facts.  Just  so  in  clothes.  While  we  do  not  always  strike  the  style 
chord,  it  is  seldom  that  we  miss  the  inner  circle. 

I  say  that  we  have  the  best  fitting  clothes.  You  say  "everybody  says 
that."  I'll  prove  that  my  clothes  fit.  I'll  send  two  or  three  coats  to 
you  by  special  messenger  just  for  a  try  on.  Send  your  chest  measure, 
your  address  and  time  to  see  you. 

*  ♦  *        ♦ 

Many  men  wonder  why  their  clothes  are  wrong.  Frequently  they 
fit  but  the  style  is  wrong.  Again,  there  is  a  touch  of  style  and  the 
fit  is  "off."      There  are  many  clothes  troubles  that  I  can  cure. 

A  noticeable  feature  of  Vincent's  Talks  is  their  pleasing  mod- 
esty of  tone.  Mr.  Vincent  does  not  claim  "the  earth."  He  evi- 
dently has  confidence  in  his  goods  and  has  the  faculty  of  impart- 
ing that  confidence  to  others  but  not  through  boasting  and 
extravagant  claims.  The  moderation  he  uses  makes  his  copy  all 
the  more  convincing.  Mr.  Vincent  has  the  following  to  say  of  his 
paper : 

"This  paper  is  for  local  distribution  and  has  been  of  con- 
siderable value  to  me.  I  issue  5,000  at  one  time  and  v^hen  they 
are  distributed,  issue  another  5,000.  I  have  a  man  employed  at 
the  work  continuously.  I  have  two  stores — one  in  a  neighborhood 
not  easily  influenced  by  newspaper  advertising,  and  the  other  is 
located  just  right  for  newspaper  advertising. 

"I  have  the  bulk  of  the  local  trade  in  the  local  store  through 
advertising  locally.  I  write  the  matter  myself  and  superintend 
the  distribution.  A  number  of  years  ago  I  had  a  paper  called 
Vincent's  Weekly,  much  larger  than  this.  It  was  productive  of 
good  results,  but  I  gave  it  up  because  the  preparation  was  too 
much  for  me  with  my  other  duties.  Engaging  help  for  it  made 
it  so  expensive  that  my  judgment — it  may  have  been  wrong — 
said  give  it  up.  My  opinion  is  that  a  local  paper  of  this  kind  is 
good  if  it  is  interesting  and  well  gotten  up." 

The  reproduction  shows  the  first  and  fourth  pages  of  the 
first   issue   of   Vincent's   Talk. 


M 


v 


102 


SALES  PLANS 


77.  A  General  Store  Paper— Smith  &  Son's  Eye  Opener 
is  a  9x  12  four  page  sheet  published  monthly  in  the  interest  of 
the  general  store  of  Smith  &  Son,  Jerseyville,  111.  The  Eye 
Opener  is  all  business,  there  being  no  matter  in  it  that  does  not 
apply  directly  to  the  goods  and  prices. 

BYB   OPBNBR 

Corner  Main  and  Pearl  Street* t  -  -  Jar— yvillc  HI. 


JERSEYVILLE.  ILLINOIS, JULY.  1903. 


EDITORIAL 


IglMur  customars  and 

Itettiiiir  i»  w>|»y  of  inir  •'Stitre 


GROCERIES.      Gpoceries. 


..then.  wt...  huv^  h..*.MCf  ^  VJ.'^^.'^rniVl-^nX  ^ 

V  V  iwuml  or  lOOi 

^m    Prr  poand  fcr  choke  Califarata  prtMca. 
J^   or  »  pound*  for  tl.Wk 

I  Am    Per   pomd  for   CMcc   RoiMcd  Rio 

mPcr  pound  lor  Arbnckka.  ^'la«  «r  «  X 
Coffee 

lOC 


New>»,"  will  iiotife  tluit  we 
hiive  <-1iiinKe<l  the  mmie  tn 
fiMiTH  &  Son's  Eve-Opkneu. 
This  Ht«»p  has  l)e«i»  iiecetaMiry 
•(fiWtnjfTiTTli*  ftu-t  that  two  of 
(iiir  f<>m|«titni-N.  wlioMS  sttivk 
«>f  jiriKiiiiilitv  )i|t|H>in'«  to  he 
hImiiiI  exhiiiistoil,  have  :i<l<*|)t- 
c<l  "Ntiii-e  New.s"  MM  i»  inline 
f»i'    Iheir   iMiv.'iliMii;!.      Wej 


Per  padngt  ftir  KnapMck  RouMd 
Cofffc. 


Uivell»veri»»l-.«eil  oium-Ivi's  O  1,0p    ••«•  paclmt.  (or  "ln»i»eibl*" 

O  I     V  V  Roaalrd  Coflcc     A  good  one. 

f*|»    Per  ivmnd  lor  Imported  CcrmuiLcn- 
9v  lilt. 


to  follow  or  even  <ln>|i  Uu-k 
into  the  sjiiu>>  ftiiss  with  n».v 
•rm  ill  Jersey  County.  We 
nan\  llG.\l)  »s  we  Iwve  nl  wiiy  s 
done.  Mild  we  |ii-om{iie  Ui  make 
the  "EykOpknku"  all  that 
the -name  inipliea.  when  i»i> 
|ilie<t  to  fotxl  ffinMlM  ami  luw 
juHt'i,  umV  ijein'i-al  iiieiiiin 
til^|»r>.»Ki"e»aiv«iie»a.    

Specia/  for  July 

To  make  our  Dry 
G  on  lilt  Ue|)iii-t. 
nteiit  intervatintr. 

5,000  Yards 

Fiincv    Stiiiulanl 
CkUcoeti,  till  (ie«. 
imnd.  latest  |Kit* 
,,  ernit,  at 


WHITE  HALL 

stonewa;^e. 

We  k*«c  iu«t  received  a  ear  lead  ol  •trktiy 
drat  guiilily  White  CU!*d  Slonewsrc,  coniiil- 
iii(  o(  cracky.  )»>.  churn,  awl  butter  jar* 
We  will  ■ell')kUe«r  at  half  price,  or  5  cenU 
per  f  alkm. 


SCKEK  DOORS 

Complete  With  Spring 
Hinges  for  60cts. 


Lea  *  Perrln'a  En«ll>k  Wor«et»er 
(Uiirc  Sauce. 

pt  kotti*.  M  Milt*. 

Curtice  Bro'o.  Blue  fcabel  TcmoM 
Cataap. 

^•r  b«ttl«  It  eta. 

Beat  etandard  1  lb.   can*  To«.t«o«.. 

»«ana  for  aa  ct«. 

Fine  qualiljr.  lib*,  can*.  Pie  Paap> 
klna, 

aoanafariaota. 

Knreha.   eatra   oifled    Early   laM 
Peaa.  worth  Wet*.. 

S  Mfia  far  *•  eta. 

8<f  liw  Bean.,  i  lb.  car-. 

aeanaferlScta. 

••Brn"  Sweet  Pea».  I   »»iMnd  can*. 

S  eana  for  85  eta. 

Itelon  Baked  Be»n».  1  pound  cana. 

p*r  ean  4  eta. 

Fancy  Moor  Park  e»aporalf«  aprl* 

Ola. 

•  pauittfa  89  eta. 

Fancy  California  Bvaporalcd  pcacfe* 

ca, 

9  paunda  for  90  eta. 

Bananas,  f  ne  tat  ooea.  per  doKlW 

19oanta. 

Com  alarch.  VMqnality. 

yof  »owwa  9  eta. 

Dr  Price'*  Cream  Bafcinc  Pawder, 

pmt  pound  99  eonta. 

Wall*r  Baker'*  (not  W  H.  Baker'*. 
u  aomeaell).  preminm  chocolair. 

^T»aM(Wl99eta. 


"U.    8.  FLOUU,"  liigliei*   |>Htenl 
m«<l«.     Sure  fure  for  h«d  biead. 

4  cts.  per  yard.xryit* 


**ROSe  BUD" 

BREAKFAST 

BACON 

and  Han»,  eld  Faahhaed  and  milO 
*^ar  cure,  .wry  pieca  cook*  perfecjif 
coal*  no  anrc  than  poorer  kind*.. 


The  advertisements  are  very  brief  and  to  the  point.  Every 
article  is  described  in  as  few  words  as  can  be  used  to  bring  out 
the  salient  points.  In  almost  every  instance  prices  are  quoted  and 
they  are  given  prominence  by  strong,  black  face  type. 


STORE  PAPERS 


103 


Some  display  type  is  used  but  it  is  not  allowed  to  take  too 
much  room.  The  majority  of  the  matter  is  set  in  comparatively 
small  type  leaded,  which  makes  it  easy  to  read  and  yet  economizes 
space.  This  style  of  composition  makes  it  possible  for  the  Eye 
Opener  to  list  a  surprisingly  large  number  of  articles,  considering 
its  small  size. 

If  there  is  any  criticism  to  be  made  on  the  number  that  has 
reached  us  it  would  apply  to  the  printer's  work  rather  than  to  the 
copy.    The  copy  is  very  good  but  the  printing  might  be  improved 

The  Buyers'  Guide. 


I 


Oarden  City,  Mo. 


Theo.  L.  Mutton's  Store  Paper. 


Octobar  i«t,  ifcj. 


50 


5<) 


eu 


The  Latest 
in  Dress  Goods. 

We  are  now  ready  tosapply 
your  wants  in  Dress  (loods. 
Our  stock  IS  rather  lari^er  tlan 
we  have  ever  shown  liefoie, 
and  the  style.«  and  pricrs  we 
know  to  be  absolut<  ly  riijht 
86  in  Mohair,  ivory  tvhite 
and  white  with  self  col- 
ored fi(rureg,  per  yanl .  f 
8H  inch  Mohair,   blue  or 

gray,  per  yard 

86  inch  Albatross,  cream, 

biuf,  pink,  per  yard.. 
SC  i I. I'll  JBtamine.  blue  or 

urccii,  per  yard 50 

Sft  inch  Granite,  per  yd . .  &U 
38  inch  Suiting;  anil  Zibi- 

lenc,  per  yard 50 

42  fn.  Cheviot  ^icr^fe,  fray 
brown  or  (jrern.  p«rr  yd. 
36  inch  Venitians,  Invisi- 
ble  Plaids  and  Scoicli 
Tweeds.  Goodru3|;eof 

coloring's,  yd 

42  in  red  Armure,  yd.... 
3»  in  blue  Prunella  yd... 
88  in  Zibilene  andS^tch 

Mixtures,  yd 76 

52  inch  Broadcloth,  navy, 
ne«  blue,  dark  red  aod 

brown,  yd 100 

54  inch,  gray  Zibilene  yd  1.<X) 
66  iocli  heavy  skirting  yd  100 
80  inch  heavy  mixture  for 

unlined  Skirts,  yd 50 

68  in.  Movelly  Snitingyd  125 
68  in.  Novelty  Suiting  yd.  I.SU 

Cheap  Dress  Goods. 

Double  fold,  half  wool, 
figured  sroods.  yd 12) 

Double  fold,  half  wool, 
plain  Eerge  and  figured 
Bovelties,  yd 15 


Black  Dress  Goods.. 

58  inch  Suitins:,  yd %  .50 

42  iu  iiiTured  Mohair  yd.     .60 

SU  ill.  Etamine.  yd 

3a  ill  Storm  Serge,  yd. . . 
38  in  French  Seri;e,  yd . . 

36  in.  Novelty,  yd 

36  ill.  Pien.la,  yd 

45  in.  Novelties,  yd 

52  in  Broad  Cloth, yd 

44  in  Armure,  yd 

46  in.  Zibilene,    sponged 
and  shrunk,  yd 1.00 


Underwear. 


50 
.60 
.50 
.50 
.73 
75 
I  00 
100 


.60 


.60 
.73 
.75 


If  You  Care  to 

Save  Money 

Read  Every  Word 

in  I'his  Paper. 


Early  Buying. 

All  things  favor  the  early 
buyer  this  fall.  You  find 
fuller  st<«ks  and  better  as. 
sortmems  early.  On  ac 
count  of  the  unusual  high 
price  of  cotton,  many  mills 
simply  would  not  pay  the 
price  and  to  make  matters 
still  worse  spicners  all  ov- 
er the  country  have  been 
on  a  strike  Some  are  pre- 
dictirg  a  scarcity  in  many 
lines  of  goods.  With  pres- 
ent prices  the  lowest,  and 
assortments  the  best,  you 
should  aupply  your  needs 
at  the  earliest  opportunity. 


We  made  a  contract  for  oa. 
derwear  last  January.  That 
was  before  the  manufacturers 
begun  talking  higher  prices. 
The  price  wp  paid  would  not 
touch  them  at  the  present  i*nr. 
ket  If  you  would  proRit  by 
our  early  purchase  do  likewise 
and  purchase  while  present 
.  stock  lasts 

Men's  gray  fleece  linetl 
shirts,  bound  neck  and 
front,  pearl  buttons, 
felledseams.  double  rib- 
bed cuff*,,'each  45c,  pr.$  .65 

Drasitrs  to  malch,  pair 
45<f,  2  pair 

Ladies'  heavy  jersey  rib 
bed  pants  and  vests,  ea. 

Ladies'  heavy  fleeced 
pants  and  vests,  each . . 

Ladies'  medium  weight 
ribbed  union  suits  each 

Ladies'  jersey  ribbed  un- 
ion suits,  each 

Ladies'  wool  combination 
suits,  each 

Ladies'  buUonless  conibl- 
nation  suits,  jersey  rib- 
bed, e.tch 100 

Misses'  ribbed  union  suits 
each j>$ 

Misses  hravy  ribbed  no- 
ion  suits  e^icb SO 

Children's  size  8  union 
suits  each 1$ 

Children's    heavy    fleece 
lined  vests,  bound  neck 
and  front,  pearl  buttons, 
felled  seams,  each 85 

Drawers  or  pknts  to  match  .t5 

Infants  fleece  lined  vests, 
e*clJ 10 


-tlS 
■» 
.50 
.2S 
.50 
100 


upon.  Too  many  styles  of  type  have  been  used  by  the  compositor 
and  some  of  the  type,  especially  in  the  font  used  to  print  the 
editorial  notice  on  the  front  page,  is  badly  worn. 


h 


104 


SALES  PLANS 


Smith  &  Son  have  been  publishing  this  paper  for  some  time. 
They  issue  the  Eye  Opener  for  six  months  in  the  summer  and 
then  change  for  the  next  six  months  to  a  two  column  ad  m  each 
of  the  county  newspapers.  Mr.  Smith  says  that  this  Httle  sheet 
has  been  the  best  advertising  medium  he  has  ever  used  and  that 
it  has  been  largely  instrumental  in  building  up  his  busmess  from 
nothing  to  $80,000  a  year  in  three  years. 

78.  Another  General  Store  Paper— Theo.  L.  Hutton,  of 
Garden  Citv,  Mo.,  has  been  publishing  a  little  store  paper  called 
The  Buyer?  Guide  for  several  years.  In  that  time  he  has  thor- 
ouo-hly  tested  it  in  comparison  with  newspaper  and  other  adver- 
tishig  and  says  that  it  has  proved  the  best  means  of  gammg  pub- 
licity he  has  ever  used.  There  is  a  very  good  newspaper  m  Gar- 
den City,  but  Mr.  Hutton  says  that  it  failed  to  gam  him  the  at- 
tention of  the  public  as  well  as  The  Buyers'  Guide. 

The  Guide  is  a  four-page  monthly,  8  x  1 1  inches  in  size.  It 
is  a  businesslike  little  sheet  and  considering  its  size  contains  a 
surprisingly  large  list  of  articles  and  prices.  Mr.  Hutton  sells 
everything  from  hardware  to  dry  goods  and  each  department  is 
represented  with  a  good  sized  list  of  goods.  When  descriptions 
are  used,  they  are  very  short  and  to  the  point  and  not  a  word  is 
wasted. 

79.    An   English   Hardware   Store   iti^t— Alfred  Edmm^ 
son's  News  is  published  in  Morecambe,  England.    It  is  a  four- 
page  monthly  about  7  x  lo  inches  in  size  and  is,  in  our  opinion 
just  about  what  a  store  paper  should  be.    It  is  printed  on  excellent 
paper  and  the  accompanying  reproduction  will  give  a  very  good 
idea  of  the  typographical  makeup,  which  is  practically  uniform 
throughout.    Each  page  has  three  columns,  one  being  devoted  to 
extraneous  matter  and  the  remaining  two  to  store  news  proper. 
In  the  middle  of  the  first  page  is  a  column  headed    Pointers, 
under  which  come  a  lot  of  short  paragraphs.    Some  of  them  have 
to  do  with  the  store  and  some  are  observations  on  matters  m 
general-all  are  terse  and  readable.    The  reading  matter  on  the 
remaining  three  pages  is  for  the  most  part  instructive,  as  to  how 
remaining  i.        f  s  stained      Part  of  th  s  matter  is 

health  may  be  acquired  and  retainea.     ran. 


I 


STORE  PAPERS 


105 


clipped  and  part  is  written  especially  for  this  paper;  all  of  it  is 
practical,  concise  and  interesting;  furthermore  it  is  information 
that  will  be  of  real  value  to  anyone. 

Alfred  Edmondson^s  News 

A  Journal  pf  Interest  to  the  Thrifty  People  of  Morecambe  and  District. 


Tm.  l  No.  il 


8EFTEHBEB,  1909 


FkKB:  Toom  Nuo. 


I  and  Could  we  tell  yoa 
Forte  better  Spoons  and 
OootfaeM.  Fork*  tor  rongb. 
hard  eerrice,  tn^ 
Mt  Paina  Silver  we  woald— ' 
Um  mission  ot  Ouk  Stosb  is  to 
give  yoa  the  best  poastbleeer- 
viee,  and  in  offering  you  P«in» 
fiilver  Ware  we  do  so  in  eonfi> 
denee  ^  believint;  it  will  give 
— tisfsction,  we  can  promise  yon 
it  will  never  change  colour,  nor 
bend,  nor  melt— these  are  very 
)ow  prices  for  this^ood  ware; 
S  TMupooiM   •       •    lOd. 

•0  Dessert  Spona*  or  Forks— 

2/6 
•  Tabic  Spoons       -    2/1<H 
Pair  Surer  Tonrs  -    CM. 
Jem  or  Suxar  Spoon.  44d. 


Dainty  Dishes 

Are   soott  prepared  if  yoa 
hare  one  of  our  Food  CiiU«rs 

and  the  book  of  iostnieflaM— 
dishes  from  meat,  fish,  vege- 
esbles,  fmit,  outs— dishes  ^on 
eonld  eat  with  a  relish  kiMwisg 
the  oontents  of  them,  and  it's 
^te  ad  eoooomioal  way  too  of 
•sing  op  stale  food. 


Pointers. 

Doyotobestoader  all  cucoa. 


Good  goods — make  on's  a  sale 
trading  pUoe. 

•  •-    • 

Lean  on  youscU— eojT  da 
another. 

•  «    • 

EooDooiy  is  not  meanness,  not 
extravagance  either— of  cooisc. 

•  •     • 

Every  costomor  wo  serve  helps 
OS  serve  the  next  one  better,  that's 
why  we  want  yoor  cnstom. 

•  •    • 

Do  good  woric,  it  will  be  ap- 
preciated and  yoa  will  have  satis 
uction  in  knowing  it  is  good. 

•  *    *  . 

Oor  goods  have  a  valoe  exceeded 
by.  what  yoa  pay  for  Uicni,  or  tlicy 
are  not  worth  your  buyiug. 

•  •    • 

Ton  can  attain  year  object, 
aooomplish  your  purpose,  roach 
^  ideal  if  yon  will  ieom  hew  and 


C' 


Tinned  Food  Choppef.  to 

eramp  to  table  or  dreaser.  foo? 
diSirent  knives  8/6 


The  man  with  a  fxcd  parposc— 
never  yieldiDg  spite  of  the  gr&test 
difBcoIties,  attains  his  object  ia 
time. 

•  •    •  . 

The  Toad  to  wealth  is  as  plain 
as  the  road  lo  mill— simply  spend- 
ing less  than  is  earneo'- saving  a 
little  at  a  time. 

•  •    • 

Whea  yoa  want  Uiobost  in  honss 
famishings  come  here,  we  bsve  so 
many  artwies  and  tbey  are  so  good 
and  oaefal,  and  (airly  priced  too. 


Dinners  Cooked 

la  a  Double  Roaster  are  nicer 
to  eat,  jucier,  more  dig«>wtihla 
than  if  cooked  in  an  open  tia* 
less  trouble  too  and  the  kitcbea 
is  free  from  the  smell  of  oook« 
ing.  These  are  but  a^e»  of  the 
recommendations  of  our  Doable 
Boasters,  ^t(iets  will  be  qoickly 
disoonable  by  you.  the  first  time 
yon  use  one. 
Double  Roaster,  Russian  sted, 

black,  with  inside  loose  stand-^ 
«/« 
Bright  Tin  Double  Roaster* 

with  wire  stand      •    ^'% 

Mashed.  Potatoes 

Are  nicer  to  eat  and  far  more 
digestible  than  unmnshed  ones, 
our  Potato  Masher  is  ths% 
uic^t,  because,  the  Strongest 
quickest,  cleanest  and  faimt 
priced  Masher  gdable. 


O^odsess  dees  n(4  1 


aaaby 


panbyisa-rmany  seem  to  t^^  it 
does,  poor  peopio,  may  they- soon 
lean  diSarant. 

•    •    • 

We  are  taadiing  out  for  etdeis 
and  invite  yoo  to  send  to  as  for 
whatever  yon  require  in  our  line- 
well  serve  yon  to  yoor  entire 
satisfaction  or  refund  yoor  BMNMy. 


I. 


Heavy  Ptungcr.  ail  pcQre  tinaal 
-4«08i2ea      1/6^^3/- 


KM  EdiQOiidsoii'8 

QassB  Stnat,  Uoneambti 


Beside  the  regular  advertisements,  one  column  is  given  each 
month  to  short  editorials  concerning  the  store  in  a  general  way. 
The  following  is  a  specimen: 

SEPTEMBER. 

September  might  appropriately  be  called  by  us  Morecambeites — ^the 
shut-down  month,  for  the  places  of  entertainment  close  their  doors  to 
visitors  while  they  count  their  money,  and  put  it  in  pickle  until  another 
spring — why  doesn't  the  management  try  and  turn  their  huge  places  into 
productive   agencies?      It   is   also   the   time   many   houses  take   on  that 


106 


SALES  PLANS 


familiar  appearance  of  desolation,  so  well  known  to  those  who  only  put 
their  noses  outside  their  shops,  when  things  are  shut-down. 

However  much  the  town  may  wear  the  appearance  of  dullness  and 
gone-to-bed-ness,  your  store  must  be  kept  Uvely— I  cannot  aflford  to 
shut  off   energies— nor   do  anything  but  what   will  keep  this  store  busy 

supplying  your  wants. 

Shortly  I  expect  going  on  a  buying  tour— to  see  what  is  new,  to 
gather  the  finest  plums  from  the  best  trees,  and  in  due  course  offer 
you  the  benefits  of  my  journey. 

My  auction  sale  is  over,  its  object  was  to  dispose  of  a  large  quantity 
of  goods  that  had  accumulated  during  past  few  years,  I  had  no  in- 
tention of  its  being  a  money  maker,  no  intention  of  getting  back  what 
the  goods  had  cost,  I  was  more  concerned  about  getting  the  goods  into 
new  homes  in  the  least  possible  time  at  the  least  outlay,  of  course  such 
is  most  unusual  and  probably  without  a  precedent— there's  one  to  follow. 
Mr.  Edmonson  invites  contributions  from  the  readers  of 
his  Uttle  paper  in  this  way : 

"You  are  at  liberty  to  submit  anything  for  the  approval  of  the 
editor— if  it  will  inspire  men  to  nobler  living— to  a  fuller  awakening  of 
their  powers— to  a  sense  of  their  duties— if  it  will  make  Alfred  Ed- 
monson's News  more  helpful,  to  sell  more  hardware— in  it  goes." 

The  advertisements  in  A.  E.  Nenrs  are  unusually  good.  Mr. 
Edmonson  has  a  way  of  saying  a  great  deal  in  a  very  few  words 
and  his  advertisements  are  very  convincing.  It  is  evident  that 
he  thoroughly  understands  the  good  points  of  his  wares  and  has 
an  unusual  knack  of  making  his  readers  understand  them,  too. 

80.     A    Co-Operative    Store    Paper— In     several     respects. 
Economy  Store  Hints  is  different  from  any  of  the  store  papers 
reviewed  heretofore.    It  is  a  co-operative  paper  published  monthly 
bv  the  M.  Calmer  Dry  Goods  Co.,  the  L.  A.  Raub  Clothmg  Co. 
and  W.  F.  Mack,  a  shoe  dealer.    These  are  three  of  the  leadmg 
stores  of  Joliet,  111.,  and  as  the  lines  carried  do  not  conflict  in  any 
wav,  their  idea  of  getting  out  a  house-organ  jointly  seems  a  very 
crood  one.     They  get  out  a  far  better  and  larger  paper  for  the 
same  amount  of  money  than  they  could  if  they  issued  papers  sepa- 
rately    Furthermore,  the  cost  of  distribution  (which  is  one  of  the 
principal  expenses  of  issuing  a  store  paper)  is  divided  by  three^ 
It  is  probable,  too,  that  the  co-operative  idea  goes  farther  with 
these  stores  than  the  mere  issuing  of  a  paper  together.     It  is 
easy  to  see  how  all  of  them  might  be  benefited  by  the  friendly  re- 


V  .„ 


p  . 


STORE  PAPERS 


107 


lations  which  evidently  exist.    It  would  be  an  easy  matter  for  the 
three  stores  to  throw  trade  from  one  to  the  other. 

Economy  Store  Hints  has  eight  pages  lo)^  x  14,  printed  on 
good  paper.  It  is  cleverly  edited  and  the  typographical  make-up 
is  decidedly  good.  The  advertising  matter  is  about  evenly  divided 
between  display  ads  and  short  reading  notices,  beside  which  there 


iOMY  M  HINTS 


ipoj] 


1  klHrK  HIT  (.«<••*  k'O. 


JOUCT,  ILL.,  NOVEMtER,  1903. 


VstinH  1.   KWHMB  >k 


TNC  WHY  AMD  WHAT  FOR 

Tkb  Unk  ptpcr  it  publUhcd  6y  The  V.  Cilmcr  Dry  Good*  Co.,  L.  A.  Raub  Co.  *ad  W.  F.  Mick,  three  of  Jolirt'*  ktHnf 
la  ebi«t  it  to  bring  the  out^or-tOwn  cuttomctt  in  cloter  to«.ch  with  our  stom,  giving  :hem  the  tame  pririlegt  u  the  citjr  felkt  t* 
leim  of  the  new  ttylei  tnd  (tdi  u  ihcy  tppetr.  ^  Out-or-to»n  people  hive  long  fell  the  wtni  oft  piper  ofchis  kind— •  ptper  both 
inicretting  tnd  beneficiil.  The  >uggntipni  you  retcivc  herein  we  hope  will  help  you".  We  hope  fli  our  rctden  will  heirtily  indortc 
our  little  magazine  and  help  to  make  it  intentting. 


A  BMft  t*  HMit  Talk 

There  .are  maoy  reasona  for  our 
•MCCett  ia  Kusittcai  asd  the  aieady  is-^ 
create  each  vi'ar.  It  hat  alwajt  hett' 
our  jaain  object  to  pleaae  everybody,  to 
treat  everyone  alike,  to  deal  honest'y  is 
•II  eC  our  traitactiont.  To  tell  only 
tka.e  eoodi  which  we  can  honestly  rec- 
ommend, aid  toaak  but  a  tmall  profit. 
Uopett  advertitinc  it  one  of  our  ttrnny 
pointt,  sever  to  mitrepreteat  an  item 
with  catch  phraaet;  to  hack  up  each  and 
every  aaaertioa  just  at  it  appeared  in  the 
**Ad.*'  Fire  .alct  and  tucfa  other  fake 
'aalc*  ire  unknown  to  any  fir.t-clau 
•tore.  .  It  it  merely  •  blutter 
of  pricet  where  quality  it  left  out  en- 
tirely. Price  it  not  Ike  only  coutidera- 
tioa  in  a  bargain  for  without  the  qual- 
itv  back  of  it,  it  it  dear  at  aay  prire. 
we  tomettmct  tmile  when  we  tee  large 
f  larini;  hcadlmet  that  atand  out  above 
•nvthin):  cite  in  the  "Ad,"  advcrti!>in|> 
•o<allcd  barcaiat.  The  whole  matter 
tvhen  thorouKhly  tifl^  and  iavetligated, 
coatistt  only  of  the  above  motioned 
keadliaet.  There  it  no  quality  what- 
ever cnnnccleil  with  it.  cicept  is  tome 
rare  cateo.  We  alto  iivari^bly  find 
tl  at  when  a  price  it  quoted  lower  than 
oura— the  quality  ia  corretpondiiigly 
low.  We  thall  alwayt  endeavor  to 
mukc  our  pricet  at  low  at  we  can.  qual- 
ity contidcred.  You  will  find  the  tatci^t 
•tylet,  at  pricet  within  the  reach  of  all,  at 
any  of  our  three  ttoret.  Atripthrouffh 
the  different  ttoret  with  an  honest  com- 
paritna  of  pricet  and  quality,  will,  read- 
ily convince  you.  of  thia.' 

EcoMOMV  Sto>b  Hikts  urat 
krought  inloetittcnce  becaute  we  real- 
•ted.  the  nccrsi-ty  for  tuch  a  pa^icr. 
People  rctiitinf  in  the  rural  ilistricia 
CMnnt  come  into  town  every  .lay  aid 
)ioar  to  make  purchitet,  or  to  get  potted 
••  the  ucw  tlylct  like  city  folks.  They 
cannot  keep  ia  close  touch  with  our 
•toret — the  tew  gonjx  at  it  comes  in  or 
tke  fortunate  'purchase*  we  offer  to 
often;  that  i«  Ike  reaton  we  iwbliik  our 
little  paper.    It  U   yuur  paper,  your 


•caa*  of  keeping  ia  dote  contact  witk 
oiir  atorea.  We  akall  endeavor  to  make 
it  at  interettiag  at  pnttible  witk  your 
co-operatioa.  We  want  everybody  t» 
contribute  to  itt  pagct.  You  may  have 
a  little  ttory  that  ia  an  atcrptionally 
good  one,  or  a  recipt  that  will  ioterett 
our  readers,  anythinir  that  aou  think 
will  help  to  make  YOUR  PAPER  more 
inleretting.  wethall  be  pleased  to  pub- 
lish FREE.  We  want  you  to  coa- 
tribute  freely  to  our  etchaoi^e  columat, 
to  advertise  aad  to  help  oihcrt  adver- 
titc.  We  have  a  circulation  of  3,000. 
Or.eofthem  may  have  the  very  thing 
yuu  need  and  would  gladly  cachaage 
with  you. 


jeUSrS  UAMN6  STWtS 

nt  H.  Calmav  Bf»  Oatat  Ca. 
l.a.bakCt. 

V.r.Had 


rvRs 

Our  Fur  de* 
partmcnt  ia 
the  moat  talk- 
ed about  de- 
partment i  a 
our  tlore.  N'o 
wonder.tucha 
display  of  furt 
is  a  revelation. 
Stolct.  Fich- 
oe*.  Pelerines, 
etc..  it  it  well 
worth  coming 
nilc*  to  tee. 
We  heard  a  la-- 
dy  remark  the 
Other  day  that 
**a  |icrson  can 
buy  Ihcminv- 
way,'  *not  like 
toaie  qther  stores,  priced  way  up  in  the 
air."  Quite  acumplimcnt.  wasn't  it'/ 
,  Come  in  and  tee  for  yourtrlf. 

The  M.CaIinef  Dry  Goods  Co. 


■It  FflMd  MckwC 


Tke  BUa  with  the  high  ckeckboae* 
atid  ahiffy  black  eyet  teemed  to  be  in  » 
despoadeot .  mood,  judging  by  his  et- 
prettioB  as  he  leaned  his  cibuws  on  the 
tabic'  Tfe  barkeeper  teemed  iaclined 
to  be  aympatbetic. 

" What'a  gnawia*  yer.  Jimmie?"  bO 
atked.  Up  against  a  touch  of  dc  rca^ 
t'iag?    Have  a  drink  on  me.** 

The  black-rved  man  tbook  kit  kea4 
impatit-ntly.  *.'!  can  buy.  my  drinks 
when  1  need  'em.'*  he  said.  **t*m  • 
long  wayt  fr^  being  broke,  and  daa't 
you  fitrget  it.    See  Pete  arouodr* 

"Not  tiace.  lat'  aight."  taid  tbc 
barkeeper.  .  "I  t'ought  you  aa*  hiM 
went  off  tergcdder  dis  mornin".** 

"So  we  did,"  taid  tke  black-evfrn. 
man,  "We  went  down  to  the  deepo  aad 
— aay.  Shorty,  I'm  ao  food.  I'm  no 
good.  I'm  easy.  I  watn  t  cut  out  for 
thia  butinesa.  They  oaght  to  make  mc 
city  treaiurer.  They  wouldn't  neeu  ao 
booea.  I'm  Hoaeit  John  -  with  -  the 
Greasy  -  Fingers  —  aotking  wouldn't 
ttick  to  *cm.  Yn«  don't  know  where  I 
could  get  a  job,  do  you?  Don't  ma*.tcr 
what  il  is  just  so  its  honest." 

"Yer  might  tweep  out  de  tTooa,"* 
tuggesled  the  liarkecper. 

■Tel  you  what  I  did."  said  the 
black -eyed  man.  "Pete  and  mc  went 
down  to  the  deepo  like  I  told  t^u.  We 
give  the  cop  something  that  aifevted  hts 
memory  and  his  evcsight  less'n  a  wevk 
ago,  si>  it  was  all  right.  A  bo)^  just  ar- 
rived from  Reubenville — had  it  stickia* 
out  all  over  kim,  aad  the  way  «e  ttack- 
kim  up.  ke  had  tpcadiagif .  laaoejr, 
oa  him— not  any  Morgan  wad,  hot 
maybe  enough  to  make  it  intereatiaf. 
Pric  lipped  me  the  winked  aad  I  dro|K 
pe<l  back  while  be  did  the  brace  act.  I 
taw  th.it  it  worked  all  right.  The  ba« 
grinned  all  over  and  shook  kandt,  and  I 

(CsUssed  .•  yae.  SI 


Th«  Oflld*!  Ortfan  of  JoUvt's  Iv«»dlng  Stores 

are  a  number  of  general  advertising  articles  of  an  editorial  nature. 
The  copy  for  the  display  ads  is  well  written  and  the  composition 
is  excellent.  They  are  illustrated  with  first-class  line  and  stipple 
engravings  which  add  greatly  to  the  appearance  of  the  paper. 
These  display  ads  are  distributed  throughout  the  paper,  some  of 
them  appearing  on  every  page. 


108  SALES  PLANS 

The  reading  notices  are  also  pretty  well  scattered  among 
the  pages.  They  appear  in  short  columns  under  the  head  of 
*'Hints"  and  as  the  name  implies,  are  brief  suggestions  for 
shoppers.  Some  relate  to  special  lines  of  goods  or  to  staples, 
giving  a  range  of  prices ;  others  are  pointers  as  to  styles ;  still 
others  refer  to  the  policy  of  one  or  the  other  of  the  three  stores. 
There  are  a  great  many  of  these  short  paragraphs  and  all  of 
them  are  bright  and  snappy. 

In  this  paper  a  s.pecial  feature  is  made  of  their  free  Ex- 
change Column."    It  is  explained  as  follows : 

"In  addition  to  furnishing  valuable  hints,  we  shall  advertise  free 
of  charge  anything  you  may  wish  to  exchange  in  our  exchange  column. 
This  column  sprung  into  existence  through  the  old  saymg  that,  One 
half  the  world  wants  what  the  other  half  don't  need.'  If  you  have  an 
old  sewing  machine  you  wish  to  trade  for  something  else,  or  no  matter 
what  it  may  be,  send  us  your  ad,  we  will  insert  it  free  in  Store  Hints 
which  is  read  by  3,000  eager  readers  and  their  families,  each  month. 

"We  want  everybody  who  is  a  reader  of  Store  Hints  to  contribute 
to  this  column.  If  there  is  anything  you  want-anything  you  want  to 
exchange,  advertise  it  in  this  column,  it  costs  you  nothing  and  may 
save  you  many  dollars.  If  any  of  our  younger  readers  want  mformation 
regarding  stamps  or  stamp  collections,  either  to  exchange,  buy  or  sell, 
this  column  will  be  an  invaluable  aid." 

Another  good  idea  is  using  contributions  from  readers.  The 
matter  submitted  by  the  average  reader  might  not  always  be  de- 
sirable but  with  a  little  brushing  up  by  the  editor  most  of  it  could 
be  made  very  passable  and  this  feature  should  add  to  the  interest 
in  the  paper.  This  is  what  the  editor  says  in  inviting  contri- 
butions : 

"Economy  Store  Hints  was  brought  into  existence  because  we 
realized  the  necessity  for  such  a  paper.  People  residing  in  the  rural 
districts  cannot  come  into  town  every  day  and  hour  to  make  purchases, 
or  to  get  posted  on  the  new  styles  like  city  folks.  They  cannot  keep 
in  close  touch  with  our  stores-the  new  goods  as  it  comes  in,  or  the 
fortunate  purchases  we  offer  so  often;  that  is  the  reason  we  published 
our  littk  paper.  It  is  your  paper,-  your  means  of  keeping  m  close 
contact  with  our  store.  We  shall  endeavor  to  make  it  as  interesting 
as  possible,  with  your  co-operation.  We  want  everybody  to  contribute 
to  its  pages.  You  may  have  a  little  story  that  is  an  exceptionally 
good  one,  or  a  receipt  that  will  interest  our  readers,  anythmg 
that  you  think  that  will  help  to  make  YOUR  PAPER  more  mteresting, 
we  shall  be  pleased  to  publish  free." 


STORE  PAPERS 


109 


Aside  from  the  advertising  matter  in  Economy  Store  Minis 
there  is  a  semi-humorous  story  of  about  800  words.  This  story  is 
begun  on  the  front  page  and  concluded  on  one  of  the  back  pages. 
There  are  also  two  or  three  short  stories  of  one  or  two  hundred 
words  each.  In  addition  there  are  a  number  of  humorous  para- 
graphs and  short  verses.  A  list  of  theatrical  attractions  that  will 
appear  in  the  city  during  the  current  month  is  printed  and  this 
would  no  doubt  interest  many  readers. 

Owing  to  the  clever  way  in  which  it  is  distributed  and  to  the 
typographical  make-up  of  the  paper,  there  appears  to  be  much 
more  of  this  extraneous  matter  than  there  really  is.  A  cursory 
glance  would  give  the  impression  that  not  more  than  half  of  the 
paper  was  devoted  to  advertisements — as  a  matter  of  fact  abnost 
five-sixths  of  the  matter  is  straight  advertising. 

81.  A  Druggist's  Store  Paper— ATa///  Gttide  is  a  monthly, 
four-page,  4>^x8^,  paper  published  by  Murray  C.  Kalis,  St. 
Louis,  Mo.  This  little  paper  is  very  well  gotten  up.  Each  num- 
ber contains  timely  matter  of  interest  to  everyone  into  whose 
hands  it  may  happen  to  fall,  and  it  has  proved  a  most  satisfactory 
trade  getter.  The  history  of  this  paper  begins  with  that  of  Mr. 
Kalis'  present  store.  When  the  store  was  opened  in  May,  1903, 
a  folder  entitled  "A  Short  Story"  was  issued.  This  was  simply 
an  announcement  that  the  new  store  would  be  opened  on  a  certain 
date.  At  that  time  Mr.  Kalis  had  no  thought  of  publishing  a 
store  paper  regularly,  but  the  first  announcement  brought  good 
returns  and  he  followed  it  a  few  weeks  later  with  another  folder, 
called  "A  Plain  Question,"  which  was  a  brief  talk  about  the 
prescription  department.     It  read  as  follows: 

HAVE    YOU    A    PRESCRIPTION   TO   BE   FILLED? 

If  SO,  why  should  you  not  choose  your  druggist  as  well  as  you 
chose  your  physician?  Your  recovery  depends  as  much  on  the  proper 
compounding  of  your  medicine  as  on  the  proper  diagnosis  and  treat- 
ment of  your  case  by  your  physician. 

Your  prescriptions  receive  my  personal  and  entire  attention  at  all 
hours.  I  have  no  assistants  in  this  department.  My  guarantee  of  purity 
and  accuracy  insures  you  against  inferiority,  carelessness  and  substi- 
tution. 

My  prescription  stock  was  selected  with  utmost  care  from  such  re- 
liable manufacturers  as  Squibb,  Merck,  Wyeth,  Parke-Davis  and  others. 


w 


t 


^ 


110 


SALES  PLANS 


These  firms  guarantee  the  purity  and  accuracy  of  their  products  to  us, 
and  we  in  turn  guarantee  them  to  you.  Your  physician  always  rehes 
on  the  products  of  these  firms  and  those  pharmacists  who  dispense 
drugs  of  such  high  quality. 

The  number  of  customers  attracted  by  these  Httle  folders 
convinced  Mr.  KaHs  of  the  value  of  this  kind  of  advertising,  and 
he  determined  to  issue  a  paper  at  regular  intervals  in  a  permanent 
form.    The  first  number  of  the  "Guide,"  as  it  now  appears,  was 


KALIS'  GUIDE 


A  PBW  Of>  OUft  eVEKV  OAV  BAROAINS 


JUkV     !•»>. 


-FIRST  Any 

bkMktt  Mr  AecKMtt. 

As  l«af  u  IW  wnmory  M 
OBOKOK  WMMIMCTON 
(  FumvvI  oiif  balortd  coua  ■ 
toy)  n— JM  (lit^.  oat  ybant 
"fiilriela"  asd  Mlwfi,  will 
■)iee(  Ctsaoa  tni  bara 
re«d«  aad  Skin. 

It  wMO*a.  WtiUn«<* 
who  gavt  a«  that  mir  re- 
anrk*M«  bit  ol  advice. 
"rREPARK  FOR  WAI 
IN*  TIME  OP  PEACB." 
Tki*  M  of  apfcial  iatcred  al 
tki*  a«uion. 

It  voald  ba  «raitia(  val- 
mMc  tia*  to  Itarr^  to  lb« 
Drag  Store  when  "Johaaic 
coian  aurrfcinc  hooM," 
cryinf  with  (><io.  NOW  it 
Ih*  tia*  to  PREPAKB  FOR 
WAR. 

Provide  roar  hoaic  with  th« 
atcmary  rrnwdm,  a*  lol 
lom.     Abaerbcnt     Cottoa. 
Coltoo  Baodifet.  Bicarbon- 
•M  ol  Soda  lod  Boric  Acid. 

•TtRST  AID." 

9^>r  Sh>>t  Qnn  *>r  PowJct 
ftuf  ••,  uk«  twu  ti*>trtpo(>ii*rii1 
BHtrbVAM*  t^t  ttiMj*  to  «  qa^r- 
t«r  f iMsfal  of  wMrr,  oiii  well, 
ukl  Afp'r   tr««lv   to   wo«>n<J«'t 

^4UrUUttlUlBflAinftUn)liflK)lft)Mi. 
then  duit  •»!««  Boric  ArUI  nrcr 
lAwad   ^mti  r^vww  with  cAtas 

It  i«  hAW»v»r.  ftbaiitat*)^  imt- 
•«i«ry  to  «>Kt»)ii  th*  li«nerft!«tr 
ftU««ttoft  ol  A  Physi<-t*l»,  )■  <■«*• 


'PEPTaMOkllHUAE.'* 

Kalia'  PtptasUcd  Cacdiat. 
of  th*  trac  thirayiaHc  pcta- 
cipin  o(  Cod  Urtt  OU,  te 
coaibinatioa  witk  Hypo* 
phoaphitn  ol  Uae  aad  Soda. 
Prpta-Maafaaala  of  In*. 
DIalalc  of  Malt  aad  beat 
Sbarry  Wiar. 

Makn  Red  Blood  Catpas> 
cit%,  Prodttcet  Fleik,  aad 
lBpc««««  Oeacfal  Nulritioai. 

Pcpto-MorrbiUr  ba*  haaa 
■aed  with  great  toeocM  a* 
a  Hatrieat  aad  Kecoattrac- 
ti**  Toak  la  lb*  Coaral*- 
•c*ae«  ol  'all  diarasca. 

la  Malautritioo.  Dytpep- 
•ia,  Melancholia,  Ktc..  Pfp- 
to-  MnrrImM  baa  protrta  • 
reliable  <i>«cilic. 

'  ■  Pe|>to  Morrhu**"  I*  pat 
■p  in  pint  bonier  containing 
Sixtrea  Ouncef  tl.OO. 


..ItaadMt 

a^tfeloM  Piid.  tfwlk 

n«*l<i Bafala*  Tata.  Pwd-.k 
atVtaMTati>.r*4.M* 


OaHlHBl*  (nap  al  r^a  -  .fe 

•araapBMtHirfaa «• 

"  •t.«*a n« 

Bart  tiak  WaMay n* 


nakkua^Tag.OHap. ru 

WlMilCMdal  ... Tie 

Pala***  tMary  0>ap«iad  -  ITe 

mro-MoaRiRiAS «.« 

Ilada'a  P*f»a  Miaagia —  M* 

t.S.B. ffeaad|l.n 

•Mwxt^l  Vjf.  TaMiU—  Wc 

RapapeiaTWWM :_«*> 

JoiM«n*i  ngaMlTaTaktoli  Me 

Outm^  U  L.  PUI* laa 

■iirtia^PUia Uo 

PI*i*a'aPrita* IM 

LkiaUvaarwMQotalaa  „iae 


Plaamttw.. 


Alkali  P*w  Km*  J— 
DaadMto*.  laan 


DeUcj'elblr'nala TIB 

Aft  Bale  *!§*» .  — tl» 

Puker-e  Bilr  Maaa ■• 

Wwavt  UlblalaMMi  tit.  M* 

u       » ^     —     agt-iM 

Haajadl  WaMr  Utj'*  —  -*■ 

Apaau  Wax* — Ma 

Plata  Wu*r —>...•■ 

lapHiadTtek,  Water «a 

lapMiW  Carltkad  Walar.  «a 


Varoain  WaU*. 
iMdM^wy  Wtatr-  .  .  "a 
OaUeart  i..  _  •*■*  JJ* 
OaiicaraOtatft  -*» 
Calteara  ^lap  ._  —  — wa 
Wntayan''  »«ap «— 


~TM  tmvt  MM  iriU  l*S( 


n: 


Q-T-La 

lOtlTILa.) 

LOTION. 

MM*. 


Eh«pa*il  H.>a<l<,  Pace  txt  Uf 
•r  aar  rvoftwMt  «f  tk*  Kla. 

w  MtirV. 


KalVBtbaaaiHoMT 
MiTar. 

«aU  «■■•»  •  »'«ltl*«  «t>*P»BlM  ••  •••% 

MmU  It  fMf. 'w  «tH  »-■«'•.  vwr  «M^ 

TWCNTV-riva  CCRIT9 

A  CArtJblB  »«B  wr(i»  o«t  WW 

brmlittg  lb*  advtnt  of  a  |(«w  Kr« 
AiiJ  r*iur»*><  M  4  a.  m.  (0  tad 
a  •*!  of  rripl*t». 
Ht  )'¥>k«f*  A*  ih«cl«tfk  vhieJl 

7»iatfMl  iP  3.  ftMl  IW  cryiaff 
riu.Mdwud:  Wall,  I  »«  MAI 
MppmiilMi».  Hal  thank  Haara* 
I  didn't  ^•iRi*  Mdp  At  tX- 


Vc  Mt  irfHig  <««7litt(  !■  •«  Mack  at  i 


Wiick  Hatal.  per  plat l*e 

Glxrartaa,  par  Ik. . Ue 

«<«m«l  aaraa.  pee  Ik  — ^  1»> 
n*i  Heed,  pee  Ik Mt 

CaatphorBallt,ptrlk It 

Qalalaa,  ptraa.  J «l* 


Kaipl,  CapealM.  tM.  , .,.  M* 
Bia>rbM»uSa4*,li«albba. 

to  H J* 

Oreaa  of  Tartar  S^alMa. 

Oaialaa  Capaa&Tt  p.'daa.  to 
qSala*  C^paalet.  j  gr-  d«a.lla 


^  tr  KiiuAlagaiMnaillT 
Ow  Mdt  h  cMwaaa<  «l  tW  ba 


lMrbi»riat.«rdr 

I  gMilW.IlM 


»anat»»MMaaaaa» 


Yeu<  Pbiruciai/i  aedcr* 
are  beU  ucrcd  in  oar  Prar 
criptioa  Department. 

MercL't  and  SqaAb't 
Ckatkab  oidr.  Mc^  >•  »" 
Pwacriptioa  DtpaifiMi 


-WHY  WE  SUCCEED.' 

KCAUSK  -We  kiwtjft  gin 
yoe  exftctly  «)iat  jraoeek  for. 

BtCAL'SJE;— We  airrj  aolliiBi 
l«lt  tk*  beet  ol  eeer^tklai. 

BECAUU:-Onr  pelcee  ar*  t)> 
WA,e  KHPerlhan  atket*. 

•la  aclae  IM  ea  page  ahaea. 


•11- 


Twiii—t«n««a»na«»a«t 

4th 

PMrtti  iiwiiii  Mit  tiaaitM 

lONT-SELTZBb 


6th. 


published.  It  contained  a  good  list  of  prices  on  proprietary 
medicines  and  drugs,  and  had  something  to  say  about  some  of 
Mr.  Kalis'  own  preparations.  In  addition  there  was  a  short 
article  on  "What  to  do  in  Case  of  Scalding,"  and  the  following 

talk  about  prescriptions: 

Your  physician  fights  disease  with  medicine.  If  the  medicine  is 
not  right  he  cannot  conquer  disease.  If  the  druggist  does  his  full  duty, 
the  medicine  will  be  right,  and  your  doctor  will  have  a  fair  chance  of 
winning  his  victory. 

In  no  other  branch  of  the  drug  store  should  details  receive  more 
care  and  attention  than   in  the   Prescription  Department.      Every  detail 


STORE  PAPERS 


111 


there  is  of  the  utmost  importance.  We  realize  this  fact  and  make 
thoroughness  a  feature  of  our  Prescription  Department. 

Every  prescription  dispensed  at  this  store  has  the  personal  attention 
of  the  proprietor  and  a  careful  checking  system  makes  mistakes  im- 
possible. We  use  only  the  purest  and  most  select  pharmaceutical 
products.^     Our  stock  is  in  almost  complete  assortment  and  always  fresh. 

Service  prompt  Charges  reasonable.  May  we  not  fill  your 
prescription  ? 

• 

The  next  number  had  some  good  soda  water  advertising, 
which  brought  in  many  customers.  The  accompanying  repro- 
duction is  from  the  two  inside  pages  of  the  July  number.  It  will 
give  a  good  idea  of  the  general  make-up  of  the  paper.  Another 
number  contained  some  excellent  rules  for  the  sick  room,  which 
brought  many  requests  for  copies.  During  the  summer  Mr.  Kalis 
experimented  with  two  prize  contests,  which  were  not  the  suc- 
cess that  had  been  anticipated.  The  contests  were  for  children 
and  prizes  were  offered  for  the  best  poem  written  about  the  store, 
also  for  the  best  short  story.  The  contestants  were  few  and  the 
material  very  poor.  This  has  given  Mr.  Kalis  a  poor  opinion  of 
prize  contests,  and  he  says  that  he  will  not  use  them  in  the  future. 
In  the  fall  the  "Guide"  was  used  to  exploit  Kalis'  Cough  Balsam 
and  other  seasonable  remedies. 

Mr.  Kalis  does  not  use  the  mails  to  distribute  his  paper,  but 
sends  out  two  boys  in  charge  of  a  clerk.  One  boy  goes  on  each 
side  of  the  street  and  puts  a  "Guide"  under  each  door.  The 
clerk  hands  the  papers  to  passers-by,  who  may  be  missed  by  the 
boys.  In  writing  of  his  paper,  Mr.  Kalis  is  very  enthusiastic. 
He  says: 

"I  know  of  no  other  means  by  which  a  retailer  could  reach 
his  trade  so  thoroughly  at  so  small  an  outlay.  The  increase  in 
business  during  the  first  day  the  papers  are  distributed  more 
than  pays  for  the  outlay  and  the  expense  of  distribution." 


i 


82.  A  Grocer's  Ta^tT—Delnwnico  Nems  is  published  once 
a  month  by  the  Delmonico  Grocery  Co.,  of  Savannah,  Ga.  It 
has  four  pages  7x8  inches  in  size  and  the  accompanying  illustra- 
tion will  show  its  typographical  make-up.  In  appearance  Del- 
r.ionico  News  is  neat  and  attractive.  It  is  set  throughout  in 
minion  type  leaded.    The  reading  matter  is  well  written  and  per- 


il 


I 


ni 


112 


SALES  PLANS 


tains  altogether  to  the  store  or  the  goods.  For  the  most  part  it 
is  in  short  paragraphs  and  much  of  it  is  about  various  proprie- 
tary lines  handled  by  the  Delmonico  Co. 


pjtiWNiCo 

<^ompaK^ 


NE2WS. 


pBi^rioNico 
<^ompaN^ 


VOL  I 


SAVANNAH.  GA..  OCTOBER  1$.  t?0). 


NaS. 


•oM«  vri'PKiiooii*  musB*. 


Tk*  l««l  TkfM  MMillkfc 

•tyana  ik*  moat  nnculm  antldpa- 
IIM*  of  It*  direclort  and  •urpaMlnc  In 
•V*nr  way  »m  bannw  p*rloda  of  lu 
Ural  y««r,  tha  Dalmanico  Company  haa 
Jtitt  paal  ihrouch  a  thrt*-inonilia 
»Mch  alwwa  bayend  all  qutallon  that 
Savannah*  Pur*  Pood  Sior*  la  a  p*r- 
manmi  •uo.-m*.  Th*  n«w  bualn«a* 
yaaf  U  now  trtll- op«n*<2  and  with  It 
kaa  coma  a  largrnumlwr  ot  Ih*  moat 
■•falrabi*  crocory  palreoa  e(  Bavannak. 

Tha  Dalmonloo'a  pur*  food*  tcachint* 
hav*  born*  frulu  and  th*  harvaal  I* 
»•«  an.  Whal*v*r  may  have  b*an  lu 
record  dvrlna  It*  Ani  yrar.  lb*  praa- 
•nl  on*  bid*  tair  to  doubl*  In  volunM 
thai  *u<v***L  Th*  Savannah  booa*- 
lw*p*r  undcralanda  that  r*al  •conomy 
la  not  to  b*  had  In  apaamodlcal  eut- 
prlct*  on  (ooda  that  ma/  wall  b* 
omltt*d  from  h*r  purehaata,  bmt  >•  M 
th*  hIcMM  m*aa«r*  raallaad  wban 
proflt*  ar*  apllt  on  »r«iclaa  wad  •vary 
day  In  Ik*  y«ar.  Thia  la  tho  IMmoa- 
leo'a  poUcy.  and  It  maana  •cenoaay  la 
patroM^  It  laMuM  mora  bnalnaaa,  H 
maana  laatluc  aaciciM. 

-  Tba  Dolmonl*  la  'Very  tralotvl  (or 
Ut*  maay  (oad  ward*  apokM  of  It  by 
It*  trl*ndo  and  patroiia.  lu  aim  la  to 
tlv*  th*  v*ry  b*al  aarvlca  poaalbl*.  to 
mako  It*  ua«ruln«*a  r*lt  nwr*  and 
mor*  *v*ry  day.  and  to  In  lu  proa- 
p*rlly  b*  contrmporancoua  with  tha 
pro»p*rlty  of  patron*  It  h*loa  alens 
Ik*  road  to  Iru*  aconomy. 


CMOicac  •»  corpiw  coaaoMMiia*. 


Kvmford  Bakinc  Powder  haa  had  a 
Moot  gratltylnd  (•!•  diirin*  tha  laM 
(fera*  montka 


DalaMlaa'a  MMta   sad   Ja*B   ••III 
•■  NIsb  ravar. 
No*OM  artlcia  In  th*  D*lmoalce  ha* 
acorod  mor*  aiicccaa  than  lu  famoua 
M*nd  o(  Hocha  and  Java  ceS**.  II  I* 
rompoaod  of  **l*ct    Old    Oov*mn>«ni 
Java  and   Arabian  Moeka.  Th***  rot- 
frr*  In  th*  (r*an  ar  bouvht  In  lart* 
quaniiilM  and  ar*  carefully   maichrd 
to  produc*  a  colt**  of  oniform  flavor 
and  •trrniith.    Th*  D*lmoalco°*  Mocha 
and  Java  haa  th*  addad  m*rlt  «f  br- 
ine roa«t*d  *v*nr  day  and  may  b*  had 
wbol*.   (round   or   pulvorlaad,     at     tl 
rrnt*  ik*  pound— ]u*t  I  c*nu  Iraa  than 
Mocha  and  Java  U  offered  el**wh*re. 
I  a  I 
■am*  Belmanle*  tpealaltlea. 

PrMtck  Muahrooma  In  Vlnagar  to  ba 
•aun  aa  pkklea. 

Blakep'*  California  Brandlad  Char- 
rtao  and  Pcackaa.  Spiced  Peackaa;  rua 
In  Cordial. 

Dos**-*  dan-Jalcak  It  contain*  th* 
(at  of  tha  clam  and  M  aapadally  r*C' 
tor    peiaana    with 


MBAL    •OCTKIlAi.B    BiiYTBB. 


Norka,  tha  new  cetaal.  a  «*ll«litt«l 
-hreaktaat  food,  aamplea  of  wkiek  ar* 
now  bataf.dlatribiMod  lo  DaUMMco 
palrona. 

I  a  ■ 
rtafc. 
Porgl*  Mrlpa.  aaaorlad.  d*llghtfal  for 
brtakfaat.  It  e*nu  tk*  pound. 


All  th*  popular  brand*  of  ci«a>«  ar* 
In  our  ahow  eaaaa.  diractly  in  front 
ef  Ik*  •ntranc*.  wk*r*  th*  bnay  man 
may  drop  In  and  be  quickly  aarvad  «nth 
hla  (avarit*  ■■*ha 


Tha     Maakdal*    Batia*     Camfup% 

A«*B«y  U  With  th*  IMImaBi**. 

Sine*  the  laat  laau*  o»  th*  D*lma«* 
Ico  N»w>  ihe  Delmonico  Company  haa 
procured  the  agency  for  th*  e*l*brat*d 
Rockdale  butter.  The  hlik  quality  U 
ihi*  butter  u. conceded  by  all  daalM* 
and  coniumer*.  and  tk*  caplurtno  af 
the  xency  I*  naturally" »raflfj-ln«.  Tha 
butler  may  be  kad  In  pound  pr.  iU  and 
In  bulk.  It  la  knoWn  simply  aa 
"Rockdal*."  Ik*  hlth**t  qualliy  af 
butt*r  mad*  by  Ih*  ftockdaly  6uU*r 
Company  and  civen  the  qame  of  tk* 
company.  Many  SavannahUAs  will 
ua*  no  other  kind. 

■  m  • 

A  taap  tae  All  M*«haBl*» 
Lava  Soap  taxe^  off  crvaa*.  cum, 
palm  and  printer'*  Ink  )u*t  aa  raadlly 
aa  doe*  behtlne  or  turpenllna  BatUr 
*llll.  It  ha*  a  pleaaant  odor  and  laavaa 
Ih*  *kln  aoft  and  amooth.  It  U  t  eotiia 
ft  Cftk9< 
AutomoMllaliw  tta  aU  rtsbt  tar  yw! 

■  »  ■ 

Th*  Blaak*  Oa«*o  Pa* 
la  aUll  la  kick  lUvor.  11  main*  B 
pUc*  for  liaeir  In  every  hoaatkald.  ba- 
caua*  It  make*  a  pound  M  coffao  ao  a 
Ikird  further,  and  five*  a  b*v*ra«a  of 
uniform  flavor  and  atransth  (vary  tUaa 
relfe*  la  i 


Haiard'*  Burnt  Onion  Saue*  I*  i 
Cor  flavortns  aoupa.  aaocaa,  ekowdar  ar 
any  food  that  can  be  Improved  by  M 
'onion  flavor. 

■  <  I 
"Ban  Hut"  nour  la  *•  sapolay    •• 


Something  is  also  said  of  store  service  and  the  deliverv 
system.  Prompt  delivery  is  always  a  good  thing  to  remind 
the  housewife  of,  as  it  is  sometimes  of  great  importance  to  her 
that  goods  reach  her  on  time.  This  is  what  is  said  of  the  Del- 
monico delivery  service: 

So  smoothly  works  the  mechanism  of  the  Delmonico's  delivery 
system  that  patrons  living  in  the  suburbs  can  depend  upon  their  pur- 
chases being  delivered  promptly.  In  fact,  they  are  delivered  just  at 
the  time  they  are  wanted.  Our  regular  delivery  is  supplemented  by 
bicycle  messengers  who  are  sent  with  rush  orders  at  any  time  the 
housekeeper  asks  for  a  quick  delivery. 

During  the  summer  we  found  it  necessary  to  enlarge  our  shipping 
quarters    and    we   are    now    in    a   position    to    even    surpass   our    former 

delivery. 

Fresh  Fruits. 

The   Delmonico   always  has  the   pick   of  the  market*s   fresh   fiuits. 

They    are    sold    so    quickly    that    we    seldom    have    an    opportunity    to 


STORE  PAPERS 


113 


advertise  them  in  the  daily  papers.  However,  our  patrons  can  depend 
upon  us  to  have  all  the  good  things  that  come  to  Savannah.  Just 
now  daily  consignments  of  grapes,  pears,  apples,  limes,  lemons,  oranges 
and  bananas  are  coming  in. 

You  Can  Get  Them  Here. 
Through   force  of  habit   many  persons   go  to  drug  stores   for  toilet 
soaps.     That  habit  was  born  before  the  Delmonico.     Now  you  may  order 
your  toilet  soaps  to  be  sent  with  your  groceries.     It's  handier,  cheaper 
and  more  satisfactory. 

Teas  of  High  Quality. 

If  you  should  ask  the  Delmonico  for  a  pound  of  its  best  tea  you 
would  be  given  what  is  known  there  as  Blend  No.  ii,  composed  of  select 
dustless  Young  Hyson  and  Oolong,  at  $i.oo  per  pound.  There  is  nothing 
better    anywhere. 

Another  blend  which  is  very  popular  is  that  known  as  No.  i6,  a 
combination  of  five  high-class  teas  which  is  sold  at  50  cents  a  pound. 

The  Delmonico  delights  in  blending  teas  to  suit  one's  particular 
taste,  and  a  record  is  kept  of  the  blend  that  it  may  thereafter  be  sup- 
plied promptly.  * 

83.  Another  Grocer's  Paper— The  Oliver-Finnic  Co.,  of 
Little  Rock,  Ark.,  publish  a  little  monthly  paper  called  Best 
Things  to  Eat.  This,  as  the  name  implies,  is  a  grocery  paper, 
and  a  very  good  one  it  is,  too.  The  regular  issues  are  four  pages, 
6  X  9  inches,  but  on  special  occasions  it  is  increased  to  6x12 
inches.  With  the  exception  of  a  "Boys'  and  Girls'  Column"  on 
the  last  page,  this  paper  is  devoted  strictly  to  business. 

The  advertisements  are  very  cleverly  written  and  are  printed 
in  brevier,  or  ordinary  newspaper  type.  The  headings  are  in 
lower  case,  12-point  De  Vinne  condensed,  and  prices  are  printed 
in  one  size  smaller  of  the  same  type.  This  makes  a  very  good 
type  combination.    It  looks  neat  and  is  easy  to  read. 

On  the  first  page  of  each  issue  are  printed  a  number  of 
"Specials"  that  will  be  on  sale  on  certain  days  during  the  month. 
Some  space  in  each  number  is  also  devoted  to  little  arguments 
in  favor  of  cash  buying.    Here  is  one  of  them. 

25     PER    cent    of    your    INCOME. 

The  average  family  spends  about  one-fourth  of  its  income  for  food. 
Hence  the  buying  of  groceries  being  a  daily  outlay  and  so  large  a 
portion  of  the  expense  of  living,  to  the  logical  mind  it  is  apparent, 
that   no   other  one   item   of  expense   should   be   so   carefully  considered. 


\\ 


M 


114 


I 


4 
It 


U 


»  t 


SALES  PLANS 


JSeet  trbinge  to  Bat. 


'nimmmhiitvttt*-*f^l^ 


Vol.  7 


HDa^,  X904. 


flo.  5 


PubUtbed  by  OLIVEI^BNNIE  CO.      Uttle  Rock,  Ark. 


We'll  Help  You 

With  That  Lunch  Dead  stack 


SATURDAY  SPECIALS 


May.^UI 


•When  the  houiekeeper  pltnt  for  aa 
OttiiDff  for  the  family,  the  jrreateet 
foe  to  complete  enjoypient,  it  the  work 
sod  worry  Of  preparing  the"  lunch* 

Perhaps  you  have  not  realired,  that 
we  can  be  of  the  greatest  help  when  it 
comes  to  that  iroubleaome  lunch— in 
fact,  if  you  »o  deelre,  we  can  furnish 
everything  necessary,  from  the  basket 
to  the  toothpicks. 

When  you  are  shopping,  we  would 
be  very  glad  to  have  you  drop  in  and 
let  us  show  you  how  nice  a  lice  of 
meats,  fisb,  fowls,  cheese,  pickles, 
olives,  crackers,  cakes,  fresh  fruits 
»nd  candy,  we  have,  out  of  wtich  to 
make  an  ideal  lunch  with  little  trou- 
ble. No  need  to  give  an  order  if  you 
don't  wish  to  now,  just  look  around 
•o  you'll  know  what  we  have  when 
jou  need  ife 

It  Pays  to 


A  non-poisonous  liquid  for  killing 
all  kinds  of  troublvso  i.e  insects. 

Clean  to  use,  leaves  no  ttain. 
Regular  price  25  cts.  Saturday,  Ibo 
21st,  large  boUles 

18  Cts. 

Tripoli 

This  is  a  good  cleaning  powder. 
It  cleans  knives,  tinware,  glass, 
brass,  etc. 

Regular  price  5  cents  a  box.  Sa^ 
urday.  May  21st, 

2  boxes  for  S  ccits- 

Best  Sugar 

Sugar  hAs  advanced  in  price  very 
rapidly  At  present  we  don't  know 
where  It  will  stop.  But  Saturday, 
May  2l8t,  we  will  give  our  natront  a 
genuine  »ugar  bargain,  selling  witli 
an  equal  aooount  of  other  goods, 

20  lbs.  for  SI.OO. 


Pay  Cash. 


4 


{ 


STORE  PAPERS 


115 


But  what  in  most  families  is  the  method  pursued?  A  monthly  account 
is  opened,  all  items  desired  are  ordered  from  the  solicitor,  no  attention 
being  given  to  the  price  or  quantity  received.  No  account  being  kept 
of  the  cost,  the  housekeeper  has  little  idea  how  much  the  orders 
amount   to. 

Result:  The  monthly  bill  is  presented— the  mistress  is  amazed, 
distressed. 

The  bill  is  much  larger  than  she  expected,  larger  than  was  nec- 
essar>'  had  a  better  system  been  pursued. 

OUR    SYSTEM    IS    SUPERIOR. 

First — We  sell  for  cash  only  and  you  get  the  advantages  of  cash 
buying  and  cash  selling,  buying  cheaper  for  cash,  than  it  is  possible 
for  you  to  buy  for  credit. 

Second — You  do  not  have  to  pay  the  debts  of  other  people. 

Third — You  know  what  it  costs  you  each  day,  so  regulate  your 
expenditures   accordingly. 

There  is  nothing  to  lose,  much  to  gain,  by  paying  cash.  Why  not 
begin  to-day  and  give  it  a  trial?  We  would  appreciate  your  trade, 
guarantee  every  purchase  made,  and  give  you  "Your  monex  back  if 
you  want  it." 

Every  number  of  this  little  paper  is  seasonable  and  the  goods 
advertised  in  each  issue  are  just  the  particular  kind  of  goods  that 
people  want  at  that  season  of  the  year.  For  instance,  the  April 
number  has  the  following  to  say : 

SPRING   CLEANING    TIME 

has  arrived.  Everybody  feels  like  brightening  up  a  little,  when  the 
glare  of  spring  sunshine  illumines  the  dingy  crevices  in  which  the  dirt 
of  winter  still  lingers.  It  makes  housecleaning  as  well  as  every  day 
work  a  great  deal  easier  if  you  are  well  supplied  with  all  kinds  of  labor 
saving  powders,  liquids,  brushes,  brooms,  carpet  sweepers,  ceiling 
brooms,  window  brushes,  sink  brushes,  stove  brushes,  etc.,  etc. 

Then  follows  a  number  of  the  articles  named,  with  des- 
criptions, prices,  etc.  Here  is  another  characteristic  quotation 
from  Best  Things  to  Eat: 

RECEPTION    AND    PARTY    MENUS. 

Between  the  close  of  Lent  and  the  summer  migration,  there  will 
be  a  number  of  social  functions,  especially  will  they  follow  each  other 
in  rapid  succession  during  the  meeting  of  the  State  Federation  of 
Woman's  Clubs. 

We  wish  to  call  the  attention  of  all  who  entertain  to  the  fact,  that 
we  can  supply  -to  their  entire  satisfaction  all  the  choice  foods  most 
suitable  for  such  occasions  and  at  cash  prices,  which  will  make  it  to 
your  interest  to  let  us  furnish  you  with  all  your  reception  and  party 
supplies. 


t.: 

Ill 


1 


mfmmm 


i 


CHAPTER  VIII. 
SOUVENIRS  AND  PREMIUMS. 

There  is  a  great  diversity  of  opinion  on  the  subject  of 
premium  and  souvenir  giving.  Some  merchants  are  strongly 
in  favor  of  the  plan  while  others  are  as  strongly  opposed  to  it. 
As  a  matter  of  fact  this  kind  of  advertising  may  be  very  good  or 
very  bad  and  whether  it  is  profitable  or  useless,  usually  depends 
wholly  upon  the  premium  or  souvenir  itself. 

One  common  trouble  with  souvenirs  has  been  their  lack  of 
originalitv  and  their  very  apparent  cheapness.  Cheap,  flimsy 
souvenirs  are  always  a  poor  investment,  yet  if  a  souvenir  is  to 
be  given  awav  in  large  numbers,  it  must  necessarily  be  inex- 
pensive The  question,  then,  is  to  secure  something  that  is  cheap 
and  also  good,  and  this  is  not  always  an  easy  matter.  In  order 
to  have  any  real  value  as  an  advertisement,  the  souvenir  must 
be  either  useful  or  novel,  although  it  is  by  no  means  necessary 
that  it  should  be  costly.  The  following  are  a  few  unusual  premi- 
um  and  souvenir  schemes  that  have  been  successfully  tried  by 
merchants  in  different  parts  of  the  country. 

84.  TJimsTial  Souvenirs  and  Premiums— An  Illinois  mer- 
chant contracted  with  a  local  nurseryman  to  supply  him  with  a 
large  number  of  small  trees  of  different  varieties  for  plantmg. 
On  account  of  the  large  quantity,  he  got  them  very  cheaply  and 
they  were  distributed  free  to  the  farmers  who  visited  his  store. 
The  idea  was  a  new  one  and  the  little  trees  were  in  great  demand. 
They  proved  to  be  an  excellent  advertisement,  and  it  is  safe  to 
say  that  some  of  them  will  serve  for  many  years  as  reminders  of 
the  merchant  who  gave  them. 


SOUVENIRS  AND  PREMIUMS 


117 


Along  the  same  line,  another  merchant  gave  a  rose-bush 
with  each  purchase  of  a  certain  amount  and  other  merchants 
have  given  potted  plants  to  their  customers.  The  bulbs  of 
Chinese  lilies  and  other  flowers  have  also  been  used  with  success 
as  premiums. 

A  western  merchant  in  a  country  town  made  an  arrange- 
ment with  a  raiser  of  fancy  poultry  to  supply  him  with  a  certain 
kind  of  eggs  for  a  given  period  of  time.  He  then  advertised  that 
he  would  give  a  setting  of  eggs  with  every  purchase  amounting 
to  a  specified  sum.  As  the  eggs  were  especially  desirable,  they 
proved  quite  a  drawing  card.  In  fact  the  demand  for  the  eggs 
outran  the  capacity  of  the  hens  to  produce  them. 

A  California  store-keeper  offered  to  give  a  number  of  silk- 
worms, with  directions  for  their  culture,  to  ladies  who  purchased 
goods  at  his  store.  On  account  of  its  novelty  this  should  make  a 
very  good  premium.  Canaries  in  small  wooden  cages  and  gold 
fishes  in  glass  globes  have  been  used  in  the  same  way.  * 

There  are  many  little  oddities  of  Japanese  manufacture  that 
are  sufficiently  cheap  and  which  would  make  excellent  premiums. 
An  Ohio  merchant  got  hold  of  a  lot  of  the  quaint  Indian  pottery 
that  is  so  common  in  the  southwest  and  used  it  for  souvenirs. 
This  pottery  is  in  reality  only  baked  mud  decorated  with  crude 
Indian  painting  in  gaudy  colors.  It  is  made  in  small  pieces  suit- 
able for  ash  receivers  or  match  holders  and  is  very  cheap.  On 
account  of  its  oddity,  this  ware  made  a  much  better  premium 
than  higher  priced,  but  more  commonplace  articles  would. 

85.  A  Savings  Bank  Account  Free— A  Western  department 
store  manager  has  found  a  new  way  of  booming  business.  His 
scheme  is  an  original  one,  and  he  says  that  it  was  a  great  success. 
He  tells  about  it  as  follows : 

"I  was  in  my  office  one  day  trying  to  devise  some  new 
scheme  for  stirring  up  business  when  a  young  man  came  in 
soliciting  savings  bank  accounts.  He  had  called  upon  me  to  get 
permission  to  talk  to  our  sales  force.  I  talked  with  him  for  a 
few  minutes  and  he  explained  that  the  bank  he  represented  was 
trying  to  get  as  many  new  savings  accounts  as  possible.  They 
were  making  a  special  bid  for  the  deposits  of  persons  of  moderate 


118 


SALES  PLANS 


means  and  offered  to  start  savings  accounts  with  sums  as  small 
as  $1.  When  the  first  dollar  was  deposited  the  depositor  was 
given  a  small  steel  savings  bank,  which  could  be  opened  only  by 
keys  at  the  bank.  The  depositor  was  to  keep  this  little  bank  at 
homq,  putting  in  his  savings  in  nickels  and  dimes,  as  he  got  them. 
At  intervals  it  was  to  be  taken  to  the  bank,  where  it  would 
be  opened  and  the  contents  credited  to  the  depositor's  account. 

After  the  solicitor  had  gone  it  occurred  to  me  that  I  might 
make  use  of  the  savings  bank  idea  in  pushing  our  business. 
I  called  upon  the  manager  of  the  savings  department  of  the 
bank,  and  submitted  a  proposition  to  him  whereby  I  should, 
within  a  month,  open  up  at  least  500  savings  accounts  of  $1  each, 
in  the  names  of  that  many  of  our  customers.  In  return,  he  was 
to  allow  me  the  solicitor's  commission  of  50  cents  on  each  account, 
and  also  bear  a  certain  part  of  the  expense  of  advertising  the 
scheme.  He  readily  agreed  to  this  and  we  proceeded  to  get  out 
our  advertising. 

We  got  out  a  neat  little  folder,  offering  to  open  a  savings 
account  with  a  deposit  of  $1  and  furnish  one  of  the  small  steel 
banks,  all  free,  to  every  one  who  made  cash  purchases  at  our 
store  amounting  to  $10,  within  thirty  days  from  the  date  of  the 
offer.  The  folder  then  went  on  to  point  out  the  advantages  to 
every  one  in  having  a  savings  account,  and  called  attention  to 
the  liberal  terms  and  facilities  offered  depositors  by  this  particu- 
lar bank.  A  statement  of  the  earnings,  financial  status  and  other 
particulars  regarding  the  bank  were  incorporated  in  the  folder, 
which  was  got  out  in  the  name  of  the  store. 

We  then  got  up  a  number  of  form  letters  and  had  them 
mimeographed.  One  was  directed  to  school  teachers,  stenogra- 
phers, clerks  and  other  women  workers.  It  called  attention  to 
the  advantages  and  practicability  of  a  savings  account  for  women 
in  their  circumstances,  and  the  excellent  opportunity  of  starting 
one  through  our  offer.  Another  lot  of  letters  were  for  salesmen, 
clerks  and  young  men  holding  salaried  positions.  Another  was 
for  mechanics,  etc.  The  letter  from  which  we  received  the 
greatest  returns,  however,  was  one  addressed  to  parents,  with 
the  suggestion  that  they  take  advantage  of  our  offer  and  open 
savings  accounts  in  the  name  of  their  children. 


SOUVENIRS  AND  PREMIUMS 


119 


Each  of  the  letters  was  made  to  apply  as  nearly  as  possible 
to  the  peculiar  circumstances  and  conditions  surrounding  the 
class  of  people  to  whom  they  were  addressed.  These  letters  were 
enclosed  with  the  folders  and  mailed  to  a  carefully  prepared  list. 
This  was  supplemented  by  liberal  newspaper  advertising  and 
the  returns  were  not  long  in  coming  in.  The  idea  of  starting  a 
savings  account  was  so  thoroughly  sound  that  the  scheme  "caught 
on"  from  the  start.    It  was  immediately  popular  with  all  classes. 

Wealthy  people  and  people  of  good  circumstances  started 
accounts  in  the  names  of  their  children  or  the  children  of  rela- 
tives. People  of  more  moderate  means  started  them  in  their 
own  name.  Every  one  who  bought  $10  worth  of  goods  was 
given  a  printed  slip  with  his  name  filled  in  by  the  cashier  instruct- 
ing the  savings  bank  to  issue  a  deposit  slip  to  the  person  whose 
name  appeared  on  the  order.  One  of  the  small  banks  and  a 
pass-book  were  also  issued  at  the  same  time.  Many  people  who 
started  their  accounts  in  this  way  made  considerable  deposits  at 
the  same  time  so  the  bank  obtained  many  profitable  accounts. 

When  the  thirty  days  were  up  we  found  it  advisable  to  ex- 
tend the  offer  another  thirty  days.  Outside  the  circular  adver- 
tising which  was  shared  equally  by  the  bank,  the  scheme  cost 
the  store  only  50  cents  for  each  account  started.  This,  we  con- 
sidered a  very  small  price  to  pay  for  many  good  customers  who 
got  into  the  habit  of  trading  at  our  store  while  the  offer  was  m 
force.  In  addition  to  this  we  have  the  satisfaction  of  knowing 
that  we  were  really  of  great  benefit  to  many  persons  in  inoculat- 
ing them  with  the  germ  of  the  savings  bank  habit." 

86.  Bank  Accounts  With  $5  Purchases— The  Hamilton 
Clothing  Company,  of  Traverse  City,  Mich.,  started  savings  bank 
accounts  for  boy  customers  who  purchased  goods  to  the  amount 
of  $5.  This  sounds  somewhat  expensive,  but  as  a  matter  of 
fact  only  a  very  modest  outlay  is  required— to  be  exact,  a  little 
more  than  five  per  cent.  The  accompanying  reproduction  is  from 
a  circular  and  explains  the  scheme  in  a  general  way.  This  circu- 
lar was  widely  distributed  in  Traverse  City  and  the  surrounding 
country.  The  plan  was  also  advertised  in  the  newspapers  by  ads 
and  reading  notices. 


120 


SALES  PLANS 


This  is  a  trade  promoting  plan  that  is  novel  and  at  the 
same  time  thoroughly  practical  and  dignified.  It  is  moral  and 
stimulating  and  appeals  to  all  classes,  to  old  and  yoi^ng— to  the 
boy's  parents  even  more  than  to  the  boy  himself.    A  bank  account 


HAMIl^TOIS  GUOTHINO  CO. 

TRAVeR«e  CITY.  MICMIO/%N 

TO  TI1E  B0Y6 

A  Bank  Account  Started  Through  Our  Boys'  Department 

Every  boy  ahotild  CT.ItiT»te  the  hubit  of  Mving  Thit  liabit  once"  formed,  a  few  dollar*  can  be 
etaily  wwd  Mch  yew  to  provide  yon  with  many  neoeawsry  thingt     It  only  requiree  a  tUrt 

We  Want  to  Start  You 

Thi.  it  how  we  are  going  to  do  it.  Yon  buy  »  «nit  or  an  orercoat.  or  both,  or  any  article  of  cloth- 
ing  f«,a,  .*  to  the  amont  of  $5.(K)  or  o»er.  and  we  will  fami.h  (loan)  you  a  aleel  bank  like  the  picture  and 
pnt  in  a  bright  new  25o  piece;  you  fcike  it  home  and  when  you  have  put  in  75c  more,  bring  it  to  our  Boy  t 
Department  and  we  wiU  go  with  yon  to  the  bank,  yon  .hall  op.^n  a  aaving  acconnt.  reewve  a  bank  book, 
exchange  your  bank  for  another,  for  future  «i»in«..  and  then  you  will  hare  the  pleaani*  of  knowing  that 
yon  an  a  depoaitor  in  one  of  Tr»»*r«(  City'e  banking  inttitution» 

Will  You  Do  It? 

L»y  thia  matter  before  your  mother  orfuther.  If  yon  cannot  trade  the  required  amount  at  one 
Ume  we  fumiah  a  caid.  aa  below,  upon  which  we  wiU  pnnch  the  amount  of  your  purchatM.  and  when  $5  00 
ia  traded,  you  aball  have  the  bank  and  25o. 

Thia  offer  ia  limited  in  lime,  but  will  hold  good  until  the  holi<Uyfc 

HAMILTON  CLOTHING  COMPANY 


Boy'i  Ocpartmcnl 

Hamilton  Clothing  Co. 

SUH  a  Baik  Account 

>  Name -•• 

t 

lAddreae 

luato  given oot NO.. 

Uate  depoaited.... 


190.. 

)•    Bring  thia  card  with  you.  Wheo 
;  tS  00  ia  traded,  leave  thia  oard 
Youra  truly, 

I   HAMILTON  CLOTHING  CO. 


50  \  50  \  50\  50\  50\50\25\25\25\25\25  \25\25  I  25 


for  a  boy  is  a  saving  power  and  every  parent  will  endorse  and 
assist  in  any  measure  that  is  likely  to  cultivate  the  habit  of  saving 

in  a  boy. 

The  plan  used  by  the  Hamilton  Clothing  Co.  was  quite 
simple.     If  the  boy  made  a  five  dollar  purchase,  he  was  given 


V       ^ 


SOUVENIRS  AND  PREMIUMS 


121 


the  bank  at  once.  If  the  purchase  was  less  than  five  dollars,  he 
was  given  a  green  card  like  the  one  shown  at  the  bottom  of  the 
circular.  The  amount  of  the  purchase  was  punched  out  of  the 
bottom  of  the  card.  A  yellow  duplicate  card  was  kept  on  file 
in  the  office  and  this  is  punched  to  correspond.  When  the  amount 
of  five  dollars  has  been  punched  out  of  the  card,  the  bank  con- 
taining a  quarter  is  turned  over  to  the  boy,  and  when  he  has 
brought  the  amount  up  to  one  dollar,  he  brings  the  bank  mto  the 
store  and  is  accompanied  by  an  employe  to  the  savmgs  bank, 
where  an  account  is  opened  in  his  name  and  a  new  bank  is 
given  him.    The  original  bank  is  then  returned  to  the  store  to  be 

given  to  some  other  boy. 

The  regular  price  of  the  bank  used  is  one  dollar,  but  the 
Hamilton  Qothing  Company  had  an  opportunity  to  secure  a 
lot  for  25  cents  each,  which  reduced  the  cost  of  the  whole  scheme 
to  very  little.  They  can  readily  dispose  of  the  banks  when  they 
are  through  with  them  to  some  other  merchant  who  wishes  to 
use  the  same  plan.  A  very  good  bank  of  this  kind  can  be  had 
in  quantities  at  about  60  cents  each.  In  most  cities  of  consider- 
able size  the  savings  bank  itself  would  be  willing  to  furnish  the 
banks  free.  It  could  very  well  afford  to  do  this,  as  the  number 
of  new  accounts  obtained  would  undoubtedly  be  large.  The 
Hamilton  Clothing  Company  express  thmselves  as  highly 
pleased  with  the  plan.    They  say  it  worked  well  from  the  start. 

87.  Magazines  as  Premiums— The  merchant  who  believes  in 
premiums  should  try  giving  his  customers  magazines.  They 
make  exceedingly  good  premiums.  Every  one  is  interested  in 
magazines  and  every  one  is  glad  to  get  them,  furthermore  they 
are  cheap  and  that  counts  when  it  comes  to  buying  premiums. 
There  are  at  least  a  dozen  good  monthly  magazines  on  which  the 
subscription  price  (at  wholesale)  is  not  more  than  80  cents  a 
vear  Any  of  them  would  make  a  premium  that  would  be  ap- 
preciated by  any  one  who  got  it.  Another  thing  that  is  worth 
considering  about  a  magazine  as  a  premium :  It  keeps  coming  as 
a  reminder  for  a  whole  year. 

A  western  merchant  who  has  tried  giving  magazines  to  his 
customers  is  very  enthusiastic  about  them  and  says  that  they 


^1 


il 

! 


I     i 


122 


SALES  PLANS 


have  brought  a  great  deal  of  trade  to  his  store.  He  gives  a 
coupon  with  every  ten  cent  purchase  and  for  two  hundred  cou- 
pons,   gives    a  year's    subscription    to    any    of    the    following 

magazines : 

Woman's  Home  Companion,  Ladies'  Home  Journal,  Mun- 
sey's,  McClure's,  Pearson's,  Success,  Strand  Magazine,  Cosmo- 
politan, Delineator,  Everybody's  Magazine,  Broadway  Magazine, 
Leslie's  Popular  Monthly,  Household,  Good  Housekeeping,  What 
to  Eat,  Black  Cat  or  Argosy. 

As  a  special  inducement  he  will  give  any  of  the  above 
magazines  with  a  $15  cash  purchase.  If  the  customer  prefers, 
he  may  get  Harper's,  The  Century  or  any  other  of  the  higher 
priced  magazines  by  turning  in  the  coupons  at  the  same  rate  of 
value.  This  scheme  would  cost  less  than  four  per  cent  if  all  of 
the  coupons  were  returned.  However,  a  great  many  of  them  are 
lost,  others  for  some  reason  or  other  do  not  turn  up,  perhaps, 
because  the  customer  does  not  get  the  requisite  number.  At  any 
rate  less  than  two  thirds  of  those  issued  are  returned  for  redemp- 
tion. This  brings  the  actual  cost  down  to  something  like  two  per 
cent  of  the  cash  sales  which  is  not  too  much  to  pay  for  a  good 
premium.  This  merchant  does  not  have  the  magazines  delivered 
to  customers  but  requires  that  they  call  at  the  store  for  them. 

88.  Aluminum  Dollars— Aluminum  dollars  given  as  souv- 
enirs were  a  feature  of  the  opening  of  Boutell  Brothers'  big  store 
in  Minneapolis.  Both  the  opening  and  the  souvenirs  were  great 
successes.  It  was  advertised  that  the  store  would  be  opened  on 
a  certain  date  and  that  each  visitor  would  be  given  an  aluminum 
souvenir  good  for  one  dollar  in  trade  on  any  purchase  amount- 
ing to  ten  dollars  or  more  if  presented  on  or  before  November  i. 

The  store  was  opened  at  1 1  in  the  morning  and  at  that  time 
the  streets  were  blocked.  From  that  time  until  10  o'clock  at 
night  it  was  necessary  to  close  the  doors  of  the  store  every  ten 
minutes  in  order  to  keep  the  crowd  in  check.  Although  well 
prepared  for  a  rush,  it  was  impossible  to  handle  the  great  masses 
of  people  that  applied  for  admission. 

Some  33,000  souvenirs  were  given  away  and  there  were  not 
nearly  enough  to  supply  the  people  who  were  clamoring  for  them. 


k  i 


SOUVENIRS  AND   PREMIUMS 


123 


The  first  opening  was  on  Saturday  and  on  Monday  there  was  a 
repetition  with  the  same  conditions  prevailing. 

The  souvenirs  were  about  the  size  of  a  silver  dollar.  On 
one  side  was  a  view  of  the  new  store  building  and  on  the  other 
was,  "Good  until  November  i  for  $1  on  any  purchase  amounting 
to  $10  or  over." 

As  an  advertisement  and  a  business  getter  the  scheme  worked 
well.  The  souvenirs  were  given  away  on  the  fourth  floor  and 
by  this  arrangement  anyone  who  got  one  of  them  had  to  go 
through  the  entire  store.  People  were  willing  to  do  this,  however, 
as  the  souvenirs  had  been  pretty  well  advertised  and  were  talked 
about  a  good  deal.  As  a  result  a  great  many  possible  customers 
were  induced  to  look  over  the  new  stock.  After  the  opening, 
the  souvenirs  began  turning  up  at  the  store  for  redemption.  At 
first  they  came  in  afr  the  rate  of  from  15  to  25  per  day,  but  as 
the  first  of  November  drew  near,  they  commenced  to  come  in 
faster,  and  before  the  time  limit  had  expired,  a  great  number  had 
been  redeemed.  They  were  turned  in  on  all  kinds  of  purchases, 
running  from  $10  up  to  as  high  as  $550.  The  firm  is  well  pleased 
with  the  plan  and  credit  it  with  a  good  deal  of  extra  business. 
The  souvenirs  cost  a  fraction  less  than  two  cents  each. 


n 


89.  A  Coupon  Premium  Plan— S.  H.  Olson  &  Co.,  of 
Dwight,  Kan.,  sent  out  a  new  form  of  folder  with  a  view  to  col- 
lecting the  names  of  the  farmers  in  their  locality.  The  folders 
were  also  calculated  to  bring  customers  to  the  store. 

On  one  side  was  written  the  name  of  the  farmer  for  whom 
it  was  intended;  on  the  reverse  were  spaces  in  which  the  re- 
cipient was  requested  to  write  his  name  and  address  and  those 
of  two  of  his  neighbors.  When  the  blanks  had  been  filled  out 
and  the  folder  was  returned  to  the  store,  the  holder  was  entitled 
to  make  a  free  selection  of  a  35c  piece  of  glass-ware  upon  the 
purchase  of  $1  worth  of  goods.  The  inside  of  the  folder  con- 
tained the  following: 

"Whenever  we  buy  goods  and  get  a  bad  bargain  we  can 
stand  it— nothing  could  ever  compensate  us  for  the  loss  of  your 
good  will  and  friendship,  and  we  must  treat  you  the  best  we 
know  how.    True,  we're  in  the  merchandise  business  for  every 


124 


SALES  PLANS 


■i 


1 


I 


thing  else  but  our  health.    We  want  this  business  to  grow,  and 
grow  faster  and  faster.     It's  doing  that  now.     We  dont  want 
it  to  stop.    We  don't  want  you  to  stop  coming  and  we  re  going 
to  see  that  you  do  not.    We're  going  to  make  you  so  welcome  that 
vou'U  want  to  come.    Some  of  the  new  fall  goods  are  m  now- 
maybe  you  want  to  see  the  newest  and  hear  of  the  latest  styles 
for  fall      Our  clerks  are  chock  full  of  information  and  we  U 
appreciate  your  visit  whether  you  come  in  to  buy  or  just  to  look. 
"Some  smart  man  a  long  time  ago  said  that  economy  was 
the  greatest  of  all  revenue,  which  is  the  same  as  saying  that 
saving  money  is  better  than  making  it.     We  are  holding  out 
economy  every  day  to  our  customers-saving  money  on  necessary 
purchases  is  economy-buying  goods  that  wear  and  look  well  is 
economy-trading  at  a  store  that  enables  you  to  do  these  things 

is  economy — that's  us !  .        ,  ,  j  i 

"Bring  this  folder  to  the  store  this  month  and  buy  one  dol- 
lar's worth  of  goods,  and  then  this  coupon  is  good  for  the  hand- 
somest piece  of  Mosaic  ware  you  can  find  in  our  assortment. 
This  coupon  is  good  for  this  month  only,  must  be  cashed  by  you 
or  some  member  of  your  family.  It  is  not  transferable  under 
any  circumstances.  You  cannot  get  this  glassware  unless  you 
bring  the  folder  with  you.  No  two  cards  of  the  same  issue  will 
be  cashed  for  any  one  person." 

90.    Souvenirs   for   Everybody-The  Axt  Drug  C°-.  Jort 
Madison,  la.,  drew  a  great  crowd  to  their  opening  by  a  libera 
distribution  of  souvenirs.    It  will  be  noted  in  the  advertisemen 
reproduced  here  that  the  hours  of  distribution  were  so  timed  as 
to  keep  the  store  crowded  all  day. 

91  A  New  Jersey  Idea— Merchants  have  used  a  great  many 
different  kinds  of  inducements  to  promote  trade  but  it  seems  that 
there  are  plentv  of  new  and  original  schemes  for  drawmg  busi- 
ness An  idea' that  has  proved  popular,  is  the  employment  of  a 
professional  palmist  to  read  the  palms  of  customers  who  visit 
the  store.  This  was  done  by  Hahne  &  Co.'s  department  store, 
in  Newark,  N.  J.  The  following  quotation  from  their  adver- 
tisement explains  the  scheme : 


SOUVENIRS  AND  PREMIUMS 


125 


"To  meet  the  wish  of  many  patrons.  Prof.  Le  Roy  will  be 
with  us  all  this  week.  During  his  recent  four  weeks'  engagement 
he  read  more  than  3,000  palms,  satisfying  everybody,  displeasing 
none.  There  is  nothing  of  the  charlatan  or  fortune  teller  in 
Prof.  Le  Roy's  work. 

One  dollar's  purchase  of  Gloves,  Millinery,  Silks,  Dress 
Goods  or  Muslin  Underwear  entitles  the  purchaser  to  a  free 
reading  of  the  hand  from  9  a.  m.  to  i  p.  m.  and  2  to  5  p.  m.. 


Many  Valuable  Souvenirs 

FREE 

To  Every  Visitor 
On  Our  Opening  Day, 

Saturday.  October  29th. 

You  are  cordially  invited  to  attend  oar  Opening;  Day  Celebration  on  Monday,  October  29. 
We  want  everybody  in  Fort  Madison  and  vicinity  to  come  to  our  store  on  that  day  and 
enjoy  our  hospitality.  We  shall  do  all  in  out  power  to  make'  your  visit  both  pleasant  and 
profitable.  We  want  your  visit  to  give  you  so  much  pleasure  that  you  will  long  remember 
Ahe  good  time  you  had  at  our  store  on  Opening  Day. 

Every  visitor.jon  Opening  Day  will  receive  many  fine  sbnveairs— dainty  souvenirs,  nsefol 
souvenirs  and  valuable  souvenirs.     Don't  miss  this  Opening  on  any  account    Come      early. 


Every  Lady 

Who  viniti  oar  atora  OB  Op«MoK  Otj  •ill  r*e*iT*a 
"SurpriM  Bac"  ooDUining  a>*o/— but  Uiat't  •ber« 
U»  turpriM  ooae*  io.  ^ou  •ill  caruiolj  be  tar- 
priard  uid  ddligbUd  with  Ibe  cootsou  of  /our  bag. 

Btac7  lad/  TMitor  will  neai.a  a  btodaooia  oroa- 
Uoa  and  alao  a  cbaoc*  to  rcc*i.«  osa  ot  tin  diffaraot 
•rtidia  raload  at  froo  tS  00  to  11.00 

Tba  BfM  80  ladiaa  makioc  a  purcbaaa  ie  tha  mora* 
lag  will  aaeli  raraira  a  baautitul  tray,  litbograptaad 
ia  oolora,  aisa  I3tl6  iocbaa. 

Tba  firat  300  lad>aa  makiiig  a  pttrcbaaa  oa  Opeaiac 
Da;  Kill  aacb  receira  a  tao  eaat  eaka  of  Natnio 
BkiD  Soap,  a  ramarkabl/  good  toilat  nap. 

Batvaae  1  aad  3  p.  a.  wa  vill  gi*a  •  fioa  pafrof 
Seiaaon  to  aacb  of  tb%  Brat  SO  ladiaa  oiakiag  •  pur- 
cbaaa. 

Oo  Opaeiog  Day  va  •ill  gif*  foa  fraa  •itb  avary 
parcbaaa  aawaatiag  to  Sl.OO  or  o«ar.  Toar  cboioa  Ol 
a  botUa  ol  Reoaud  a  Creato  ot  Violata  er  a  bottla  of 
Ait'a  DaotafoaiB.  or  a  boUla  ot  8ibariaa  Violau  Par- 
Inaa— oel;  oaa  to  a  cuatonar. 

For  ooa  weak  ooBmboeioi  •itb  ovf  Opaaiag  Day, 
«•  will  giva  a  2Sc  tuba  nf  Witch  Ratal  Craam  for 
tba  taoa  to  awjr  lady  vbo  buya  a  3Sc  cu  ot  Faihak 
OariaACo'aButbyBot  Po«dar. 

MUSIC  BY  ORCHESTRA 
AftacBooo  aad  EtaaSic: 


Every  Qentlemait 


Wbe  eomea  io  oa  Opaaisg  Day  will  bagivaa  ac 
to  wie  oaa  ot  tour  botaa  of  prioM  Cigar*. 

Erary  gaoUaoiaB  will  alio  laeain  aooTaairMH^ 
•a  aa«t  lattfcar  aiatcb  aafaa.  pocfcat  kaifaai  aab  ttv* 
bay  riag  aovaltiaa.  packagaa  ot  court  plaatar,  ate. 

To  aacb  ot  tba  brat  100  aoiukara  »bo  come  ia  oa 
Opaoing  Oay  wa  will  gi*a  ao  All  Haraaa  Tea  Oaat 
C^r  (Carl  UpaBaat  Booqoat  Cigar). 

Tha-brat  iO  gaetlamaa  wito  purdiaaa  SOe  worth  of 
V.  R.  Baca'a  Mereaatila  Cigara  will  aacb  raceiva  a 
baodaome  Moroeca  Leather  Cigar  Caae,  wbicb  alooa 
la  worth  Mc  while  the  cigara  tbaauelTea  are  a  aptaa- 
ttUbraiid. 

Every  Child 

Who  cornea  to  tbe  atore  oo  Opeoing  Oay  aceoapS- 
Biad  by  adttlta  will  recei**  pretty  ptctai*  earda  aad 
dauty  parfBBMd  blottan. 

Pvoi*vlww1  V  punaaetag  Cbioa  «t  Cut  Olaaa 
every  UUUy  a«»obBtin«to  11.90  or  orar.oa 
Opeoiag  Day,  will  receive  tree  a  Faaey  Oaodla.  Cbi^ 
dlaatick.  Sbada  aad  Bolder. 

SPECIAL 

Ob  OpaoiBg  Oay  ooly  we  will  Wl  tha 
ealabraked  Tiowbridge'a  Cbocolata  CI' 
at  We  par  poaad.    No  order*  Oiled  for  I 
tkaaoae^oaad. 


K28c 


James  Block,  Fort  Madison,  Iowa. 


1  J 


1 


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SOUVENIRS  AND   PREMIUMS 


127 


except  on  Wednesday  and  Friday,  from  lo  to  I2  o'clock,  when 
Prof.  Le  Roy  will  devote  the  two  hours  entirely  to  men,  in  the 
Men's  Department,  uptown  side,  near  Broad  Street.  Men  have 
only  to  purchase  one  dollar'  worth  of  goods  in  the  Men's  Fur- 
nishing, Hat,  Glove  or  Cigar  Departments,  to  obtain  a  free  read- 
ing of  the  hand. 

92.  Crayon  Portraits  as  Premiums — The  Whitehouse  Dry 
Goods  Co.,  Spokane,  Wash.,  advertised  as  follows: 

"No  matter  how  great  the  bargain,  no  matter  what  you  buy, 
we  will  give  you,  free  of  charge,  with  a  purchase  of  $i  or  over 

A  $3    BUST   CRAYON    PORTRAIT 

The  portraits  are  16x20,  made  of  French  crayon,  by  the 
world's  best  portrait  artist,  and  are  worth  $3. 

We  give  these  away  absolutely  free  to  each  customer  making 
purchases  to  the  amount  of  $1  or  over.  We  want  everybody  to 
take  advantage  of  this  free  offer,  but  cannot  make  more  than 
one  portrait  for  each  person. 

That  there  can  not  be  any  misunderstanding,  please  note 
carefully :  Pictures  will  be  enlarged  from  any  photograph  except 
stamps.  A  charge  of  50  cents  for  material  will  be  made  for  full 
figure  portraits  and  for  double  portraits  (two  pictures  on  one 
mat).  Pastel  portraits  will  be  made  for  $1,  this  charge  being 
for  material  only. 

Bring  in  the  photograph  you  wish  enlarged,  whether  it  be 
of  yourself,  father,  mother,  sister,  brother  or  baby.  It  is  all 
the  same  to  us.  Buy  $1  worth  of  merchandise  and  receive  a 
crayon  bust  portrait  absolutely  free. 

93.  Coal  as  a  Premium — Lump  Coal  is  a  commodity  that  is 
not  usually  displayed  behind  the  plate  glass  of  a  clothing  store 
window.  Nevertheless  the  May  Clothing  Co.,  of  Cripple  Creek, 
Colo.,  attracted  considerable  attention  by  exhibiting  a  ton  of  coal 
in  one  of  their  windows.  This  unusual  display  is  explained  by 
the  following  clipping  from  one  of  their  newspaper  ads  which 
appeared  at  the  same  time: 

"Commencing  Thursday,  December  28th,  until  January  7th, 
1905,  inclusive,  we  will  give  away  Coal  Coupons  with  each  and 
every  purchase.     To  each    purchaser    of    merchandise    to    the 


amount  of  $20.00  and  over,  we  will  give  an  order  on  the  Colo- 
rado Trading  &  Transfer  Company  to  deliver  at  your  door  in 
any  part  of  the  district  1,000  pounds  best  grade  Canon  City  lump 
coal,  which  costs  you  absolutely  nothing." 

The  giving  away  of  coal  during  a  particularly  cold  snap  was 
a  most  attractive  as  well  as  unique  advertisement  which  at- 
tracted a  large  crowd  to  the  store  and  boomed  sales  while  the 
unusual  offer  was  in  effect. 

94.  Photographs  as  Premiums — Merchants  who  have  tried 
them  say  that  photographs  make  a  very  satisfactory  premium. 
They  are  not  very  expensive,  as  the  photographer  is  usually  very 
glad  to  make  a  low  price  in  the  hope  of  getting  to  sell  other  pic- 
tures to  the  sitter.  The  following  clippings  from  advertise- 
ments of  stores  in  San  Francisco  and  other  California  cities  show 
how  photographs  are  advertised  as  premiums:  » 

THE   EMPORIUM,    SA!N    FRANCISCO. 

With  every  boy's  or  girl's  suit  or  cloak  sold  in  our  Juvenile  De- 
partment, second  floor,  we  will  present  absolutely  free  of  charge  an 
order  on  Bushncll's  for  a  Platino  photo  of  yourself  or  some  member  of 
your  family.  Platinos  are  the  highest  grade  photos  known  in  photog- 
raphy. Bushnell's  makes  splendid  Platinos.  These  are  in  their  best 
style.     Full  particulars  in  the  department. 

rale's,    SACRAMENTO. 

Free  Photos.  You  are  presented  with  a  coupon  for  a  free  sitting 
at  Hodson's  with  a  purchase  of  $1  or  over  in  any  of  the  following  de- 
partments at  Hale's:  Millinery,  Ladies'  Shoes,  Boys'  and  Girls'  Cloth- 
ing. 

WASSERMAN,   KAUFMAN    &  CO.,   SACRAMENTO. 

Photographs  given  away.  Absolutely  free  with  every  pair  of  shoes 
at  $1  or  over.  An  offer  unparalleled  in  generosity,  unmatched  in 
liberality.  We  are  determined  that  you  shall  know  our  shoes.  We  know 
positively  that  every  pair  of  them  is  worth  the  price  asked — yet,  in  addi- 
tion, we  give  you  a  certificate  entitling  you  to  one  of  Bushnell's  Finest 
Platino  Photographs  in  panel  style,  size  14  x  10 J/2  inches.  We  pay  for 
the  photograph  to  secure  yeur  attention  to  our  shoes.  See  our  men's 
house   slippers  and   women's  dress  slippers. 

H.  C.  CAPWELL,  OAKLAND. 

Beginning  Monday,  October  3,  every  purchaser  of  Millinery  to  the 
extent  of  $2.00  or  more  will  be  given  a  certificate-order  on  Bushnell's 


X 


K    ST 


j2g  SALES  PtANS 

Oakland  Studio  for  one  large  (8  x  5  inches)  Platino  Photograph,  mounted 
°"  V;7aWer\ir:;r.givin.  general  throughout  the  -,0-  ^  t.^. 

Cce  House,  the  millinery  section,  «i.h  which  we  want  every  lady  to  be 

'"^ms  is  simply  our  method  of  drawing  special  -e"t^n  to  the  Minin- 
ery  Section,  knowing  full  well  that  the  values  cannot  be  duplicated 
that  each  new  customer  will  become  a  permanent  patron. 

Feel   no   diffidence   whatever   about   taking   advantage   of  th,s   off  r^ 
We  pay  well  for  the  photographs,  and  you  will  not  even  be  asked  to  buy 

a  second  one  from  the  studio.  n,  .hnpll's  work 

There's  no  need  to  say  anything  about  the  quality  of  Bushnell  s  work. 
Specfmens  of  the  styles  of  the  photos  can  be  seen  in  our  windows. 

95  Free  Excursions-C.  H.  Robinson,  of  WoonsockeL,  R. 
I  opened  a  new  store  and  made  this  liberal  ofifer  to  get  people 
in'terested.    The  following  is  from  one  of  his  newspaper  adver- 

''™  Wednesday,  July  :st,  we  will  open  a  new  store  at  thjd  Mus^ 
Hall  Building,  36-38  Main  Street,  Woonsocke.     We  have  -^^    f  n 

rf=fc::i^  ^  ^:^:^^^^^-^  --  - 

—nothing  down,  a  Little  Each  Week.  Wnnti<;ocket 

"Tn   order  to  induce  every  man,  woman,   and  child  m  Woonsocket 

fo'thfrtydaTs   in  addition  to  other  liberal  gifts  we  will  give  two  round 

rurnTndilg  fre;  X:d  fare  both  ways,  free  shore  dinner,  free  sail 

'°^^»We"'ha\T fined 'u;'several  specially  furnished  rooms,  just  as  they 
we  nave   miLu   if  ^        jj  ^^  pleased 

f^^ewith  every  piano;  free  toilet  set  with  every  chamber  outfit. 

96.  Oil  Paintings  as  Premiums-Weinstock,  Lubin  &  Co.. 
San  Francisco,  employed  a  "Lightning  Landscape  artist  to  give 
Shibitions  of  painting  in  one  of  their  show  windows  for  several 


SOUVENIRS  AND   PREMIUMS 


12y 


days.    The  paintings  were  given  as  premiums  to  customers.    The 

following  quotation  from  an  advertisement  will  explain  the  plan : 

The  Silk  House  has  secured  the  services  of  Burt,  the  lightning  land- 
scape painter,  to  give  exhibitions  of  his  skill  and  dexterity  with  the  brush 
in  one  of  our  show  windows  Tuesday,  Wednesday,  Thursday  and  Friday, 
between  9  and  12  a.  m.  Burt  works  with  lightning  rapidity,  producing 
beautiful  landscape  and  marine  views  in  the  marvelously  short  time  of 
eight  to  ten  minutes. 

The  Paintings  will  Be  Given  Away  Tuesday,  Wednesday,  Thursday 
and  Friday,  according  to  the  following  plan :  With  every  purchase  (made 
between  9  and  12  a.  m.)  amounting  to  $5  and  over  we  will  give  a  paint- 
ing 14x22  inches.  With  every  purchase  (made  between  9  and  12  a.  m.) 
amounting  to  $10  and  over  we  will  give  a  painting  22  x  36  inches.  Not 
more  than  one  painting  will  be  given  to  a  customer,  no  matter  what  the 
amount  of  the  purchase. 

Paintings  will  not  be  allowed  on  purchases  made  after  12  a.  m.  Paint- 
ings will  not  be  allowed  on  purchases  sent  C.  O.  D. 

ft 

97.  Cash  Souvenirs — G.  W.  Greig,  a  clothier  in  Wheeling, 

W.  Va.,  held  a  sale  during  which  he  gave  two-doUar-and-a-half 
gold  pieces  as  souvenirs  to  purchasers  of  suits,  overcoats  or  rain- 
coats. The  following  notice  appeared  in  his  newspaper  adver- 
tisements : 

In  celebrating  this  anniversary  we  do  not  overlook  the  fact  that 
without  the  confidence,  good-will  and  patronage  of  the  people  of  Wheel- 
ing and  vicinity,  the  phenomenal  growth  of  this  remarkable  youngster 
would  have  been  impossible. 

By  way  of  showing  our  appreciation  we  will,  on  Wednesday,  October 
5th,  from  7:30  a.  m.  to  6  p.  m.,  present  to  every  purchaser  of  one  of  our 
famous  suits,  overcoats,  rain  coats  or  top  coats,  a  two-and-one-half-dollar 
gold  piece  as  a  souvenir  of  this  event. 

Remember — ^This    two-and-one-half-dollar   gold    piece    is   given   as  i 
souvenir  and  will  not  act  as  part  payment  of  any  purchase,  as  our  unalter- 
able   price    remains   the    same,   viz.,   $10.00,   $12.50   and   $15.00    for    suits, 
$10.00,  $12.50.  $15.00  and  $20.00  for  overcoats  and  top  coats,  and  $15.00  and 
$20.00  for  Priestley's  Genuine  Cravanette  Rain  Coats. 

98.  Free  Accident  Insurance — The  Leader,  a  department 
store  in  Seattle,  Wash.,  gave  a  one  hundred  dollar  accident  in- 
surance policy  free  with  purchases  of  $3  or  more.  The  following 
is  clipped  from  one  of  their  newspaper  advertisements: 


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REMEMBER— In  any  department  of  our  store,  $ioo  worth 
of  accident  insurance  free  with  every  purchase  amounting  to  $3.00 
or  more;  $100  in  case  of  death  by  accident  or  $5.00  weekly  for  a 
period  of  five  weeks  in  case  of  injury.  The  only  conditions  be- 
ing that  you  purchase  goods  to  the  amount  of  $3.00  or  more  in 
any  of  the  departments  of  our  store.  Ask  for  free  policy  when 
have  made  your  purchase. 

99.  Tea  Kettles  as  Preminnis— The  Bon  Marche  Dry  Goods 
Co.,  Lowell,  Mass.,  held  a  Thanksgiving  sale  during  which  they 
gave  away  1,000  copper  tea-kettles.  The  following  clipping 
from  one  of  their  advertisements  will  explain  the  plan : 

We  have  had  made  to  our  special  order  1,000  of  these  Tea  Kettles. 
They  are  solid  copper,  heavily  nickel-placed  all  over.  They  were  made 
by  the  Rome  Manufacturing  Co.,  one  of  the  largest  and  best  makers  of 
Tea  Kettles  in  the  world.  The  material  used  is  heavy  copper,  the  body 
of  kettle  is  seamless  with  curved  spout;  dome  cover;  wide,  flat,  heavy 
bale;  enameled  wood  handle  and  flat  bottom.  The  actual  weight  of  No.  8 
size  is  2  lbs.  6  oz. ;  the  actual  weight  of  No.  9  size  is  2  lbs.  10  oz.  Guar- 
anteed by  the  manufacturer  and  by  us  for  5  years.  We  have  been  selling 
a  kettle  similar  in  construction,  but  not  so  sightly  for  $1.98.  In  this 
great  sale  you  get  a  better  kettle  and  our  dollar's  worth  of  merchandise 
all  for  $1.89.  The  prudent  housewife  will  not  let  this  golden  opportunity 
pass  by  unnoticed.  Even  if  one  don't  want  the  tea  kettle  offer,  by  read- 
ing over  the  following  list  they'll  see  that  it  means  economy  for  everyone 
who  attends  the  sale. 

100.  Large  vs.  Small  Premiums— The  Hamblin  Clothing 
Co.,  of  McMinnville,  Ore.,  has  tried  a  number  of  premi- 
um and  prize  schemes  and,  in  their  experience,  are  inclined  to 
favor  small  premiums  rather  than  large  prizes.  The  Hamblin 
Co.,  writes  as  follows: 

"It  has  been  our  custom  to  give  away  each  fall  some  premi- 
um to  one  of  our  customers.  One  year  we  gave  a  shot  gun,  and 
another,  a  gold  watch.  Last  July  we  gave  away  $50.00  in  cash 
which  was  divided  into  one  $25.00  and  five  $5.00  prizes.  While 
there  is  no  doubt  that  all  of  these  were  a  direct  benefit  to  our 
business,  we  do  not  think  that  they  are  as  good  in  the  long  run 
as  the  old-fashioned  premiums  where  a  certain  percentage  of 
sales   (as  shown  by  sales  checks)   is  redeemable  in  china  ware. 


SOUVENIRS  AND  PREMIUMS 


131 


Our  experience  in  the  past  three  years  in  giving  large  prizes,  is 
that  there  are  too  many  disappointed  ones  and  the  prizes  as  a 
rule  have  gone  to  persons  with  whom  they  do  us  the  least  good, 
from  an  advertising  point  of  view.'* 

101.  Groceries  as  a  Premium — Beginning  early  in  Novem- 
ber, Wieboldt's  department  store  in  Chicago  advertised  a  basket 
of  groceries  free  with  all  cash  purchases  of  $10  or  more  in  their 
Cloak  or  Clothing  departments.  The  baskets  were  advertised 
to  contain  the  following:  2  lbs.  of  sugar,  i  pkg.  recleaned  cur- 
rants, I  lb.  Santa  Clara  prunes,  i  quart  cranberries,  i  can  early 
June  peas,  i  lb.  Java  and  Mocha  coffee,  2  lbs.  Jersey  sweet  po- 
tatoes, I  pkg.  leaf  sage,  i  lb.  best  mixed  nuts,  i  pkg.  Monarch 
mincemeat,  i  pkg.    Uneeda  Biscuit,  y^  doz.  oranges,  i  lb.  candy. 

Wieboldt's  store  caters  to  a  popular  trade  and  this  offering 
is  about  as  attractive  as  one  could  be  made.  The  offer  was  good 
until  Thanksgiving. 

102.  Premiums  in  Money— J.  W.  French,  a  merchant  in  Elk 
Point,  S.  D.,  made  a  success  of  a  five  per  cent  discount  sale,  which 
he  explained  as  follows: 

$100.00    GIVEN    AWAY. 

This  is  no  lottery  scheme  but  a  donation  of  $100  to  our  customers. 
We  will  give  you  a  FIVE  CENT  MONEY  ORDER  with  each  dollar's 
worth  of  goods  purchased  at  our  store  and  when  twenty  of  these  Money 
Orders  are  presented  by  any  one  person  will  pay  $1.00  in  Trade  for  them ; 
or,  when  you  buy  50  cents  or  more  worth  of  goods  at  one  time,  we  will 
accept  them  as  so  much  cash  toward  paying  for  same.  We  want  every- 
body to  avail  themselves  of  this  offer.  Our  store  is  headquarters  for 
everything  in  our  line  and  our  prices  are  the  very  lowest.  Come  and 
see  us  and  bring  all  your  friends.  Ask  for  a  FIVE  CENT  MONEY 
ORDER    with   every   dollar's   worth   you   buy. 

Money  Orders  Given  Only  zvith  Cash  Purchases. 

103.  Premiums  of  Candy — A  Michigan  grocer  has  devised  a 
new  scheme  to  boom  his  trade  in  candy.  He  had  a  lot  of  tickets 
printed  with  figures  in  amounts  of  5  and  10  cents  around  the 
edge  making  a  total  of  $1.75.  These  tickets  are  given  to  all  can- 
dy customers  and  the  amounts  of  their  purchases  are  punched 
out  of  the  margin.    Vl^hen  all  the  figures  have  been  punched  the 


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SOUVENIRS  AND  PREMIUMS 


133 


ticket  is  redeemed  with  one  pound  of  good  candy.  The  tickets 
are  not  transferable.  The  grocer  says  that  his  plan  has  helped 
his  candy  trade  wonderfully   especially  among  school  children. 

104.  A  Grocer's  Premitiin  Plan— An  eastern  grocer  has 
built  up  a  large  and  profitable  trade  on  a  special  brand  of  coffee 
that  he  puts  up  himself  by  using  a  scheme  that  has  often  been 
used  by  manufacturers.  He  encloses  a  letter  of  the  alphabet  in 
every  package  and  when  the  customers  get  the  letters  that  spell 
the  name  of  the  firm  and  the  name  of  the  coffee,  they  are  given 
a  choice  of  several  handsome  premiums.  This  plan  msures  a 
steady  trade  on  the  coffee. 

105  Clothing  Given  Away— Curtis,  of  Enid,  Oklahoma,  re- 
cently held  what  he  called  a  "gift  sale."  For  twenty  days  he  of- 
fered  the  following  inducements  to  purchasers. 

With  every  suit  of  Men's  clothes  a  good  hat  free. 

With  every  suit  of  Boy's  clothes  take  your  choice  of  hat  or 

cap- 

With  every  overcoat  one  pair  of  gloves. 

With  Ladies'  cloaks,  a  nice  fur  neck  piece. 
•With  every  Ladies'  wool  dress  pattern,  over  50c  a  yard, 
lining  and  binding  free. 

106.  Inducements  to  Buy  House  Pumishings— C.  H.  Robin- 
son of  Woonsocket,  R.  L,  evidently  believes  in  offering  induce- 
ments to  purchasers.    Here  are  a  few  of  the  special  oif ers  he  has 

"With  every  range,  a  six-foot  dining  table  and  a  turkey  to 

put  on  it  will  be  given  free.  . 

"With  every  parlor  suit,  a  tapestry  carpet,  two  pairs  of  lace 
curtains,  a  parlor  table  and  two  framed  pictures  will  be  given 

free  " 

'"With  every  piano,  two  pairs  of  lace  curtains,  a  tapestry 

carpet  and  a  parlor  suit  will  be  given  free." 

107     Free  Matinee  Tickets-Free  matinee  tickets  were  given 
to  the  customers  of  The  Boston  Store,  at  Wichita,  Kansas,  at  a 


sale  recently.  One  ticket  was  given  with  every  $1  purchase,  two 
tickets  with  every  $3  purchase,  three  tickets  with  every  $5  pur- 
chase and  five  tickets  with  every  $10  purchase.  Not  more  than 
five  tickets  were  given  to  any  one  customer. 

108.  Theatre  Tickets  as  Premiums— Hens  &  Kelly  &  Co.'s 
department  store  in  Buffalo  recently  treated  its  customers  to  a 
free  matinee  performance.  The  store  bought  up  the  entire  house 
for  an  afternoon  performance  and  a  free  ticket  was  given  to  every 
customer  purchasing  a  dollar's  worth  of  goods  on  the  specified 
day.    A  special  list  of  bargains  was  offered  during  the  sale. 

109.  Free  Ice  With  Refrigerators— J.  W.  Pettee  &  Co., 
hardware  dealers  in  Oklahoma  City,  made  a  run  on  refrigera- 
tors and  advertised  free  ice  with  every  one  sold.  With  a  $50 
refrigerator  the  buyer  got  2,500  pounds  of  ice  and  with  cheaper 
ones  lesser  amounts  were  given  down  to  250  pouncfs,  which 
was  given  with  a  $7.50  refrigerator. 

110.  Fire  Insurance  Free  With  Purchases — Friend's  house- 
furnishing  establishment  in  Pittsburg  makes  the  following  offer : 
If  your  purchases  amount  to  $50  or  more,  on  which  you  have 
paid  $10,  Friend  will  give  you  a  fire  insurance  policy  free,  pro- 
tecting your  furniture  and  carpets  purchased  here,  from  loss  by 
fire  for  three  years.  The  policy  will  be  issued  by  one  of  the 
leading  insurance  companies. 

111.  Gold  Rings  as  Premiums— Kuhn's  Bargain  House  in 
Tipton,  Iowa,  gave  a  gold  ring  warranted  for  five  years  to  every 
person  who  bought  $5  worth  of  goods  during  a  certain  month. 

A  ticket  was  given  to  each  customer  (only  one  to  a  family) 
and  the  amount  of  each  purchase  punched  out  of  the  margin. 
When  one  card  had  been  punched  out  another  might  be  had  by 
applying  for  it. 

112.  School  Books  With  Boys'  Suits— Reitmeier  &  Ditzler, 
clothiers  in  Lafayette,  Ind.,  advertised  that  with  every  boy's 
suit — six  years  and  up — they  would  give  free  an  order  on  any 


t  ^ 


134 


SALES  PLANS 


book  store  in  the  city  for  one  school  book  of  any  kind  that  might 
be  required.  The  oflfer  was  made  about  the  time  school  opened 
and  resulted  in  quite  a  lot  of  extra  business. 

113.  Marbles  to  Boy  Customers— M.  A.  Krug,  a  shoe  dealer 
in  Erie,  Pa.,  offered  a  bag  of  marbles  free  with  every  pair  of  boys', 
shoes  sold.     This  is  an  inexpensive  premium  that  would  prob- 
ably appeal  to  boys  more  than  something  much  more  costly  but 
less  appropriate. 

114.  Hosiery  Free  With  Shoes— The  Crescent  Shoe  Store  of 
Longmont,  Col,  has  added  a  line  of  hosiery  to  their  stock  and 
to  advertise  the  new  departure  they  gave  away  a  pair  of  stockings 
with  every  pair  of  shoes  sold.    This  offer  lasted  eight  days. 

115.  Groceries  for  Premiums — In  order  to  induce  cash  buy- 
ing, an  Ohio  department  store  advertises  that  with  every  $i  pur- 
chase in  the  dry  goods,  clothing  or  shoe  department,  the  cus- 
tomer will  be  given  free  15  cents'  worth  of  goods  from  the  gro- 
cery department.  For  example,  if  a  man  bought  a  $10  suit  of 
clothes  he  would  get  $1.50  in  groceries,  making  the  suit  cost 
S8.50. 

116.  Duplicates  of  Purchases  Given  Away— Theo.  F.  Swan's 
department  store  in  Elgin,  111.,  held  a  "Novelty  Sale"  of  ready- 
to-wear  garments  of  all  sorts.  For  every  garment  purchased  the 
customer  was  given  a  duplicate  garment  or  one  of  equal  value. 

117.  Free  Dinners  With  Purchases— The  People's  Bargain 
Store  in  Danville,  111.,  held  a  sale  during  which  an  ice  cream  soda 
or  soft  drink  was  given  with  each  50c  purchase.  With  $2  pur- 
chases a  dinner  was  given  free. 

118.  Flowers  as  Premiums — For  one  day  during  a  special 
sale  Robert  Eraser,  of  Utica,  N.  Y.,  advertised  that  a  blooming 
primrose  plant  in  a  pot  would  be  given  free  with  all  purchases  of 
50  cents  or  over. 


Vr 


SOUVENIRS  AND  PREMIUMS 


135 


119.  Free  Pipes  for  Workingmen— The  Continental,  a  de- 
partment store  in  LaCrosse,  Wis.,  held  a  "Workingmen's  Sale" 
and  gave  away  briar  pipes  as  premiums.  A  pipe  was  given  with 
every  purchase  of  $1.00  or  over. 

120.  Collars  Given  to  Purchasers  of  Shoes— The  Hoffman 
Toggery  Shops,  Minneapolis,  Minn.,  stirred  up  business  in  their 
shoe  department  lately  by  offering  a  25-cent  collar  free  with 
every  $5  purchase  of  shoes. 

121.  Premiums  for  a  Clean  Sweep  Sale— The  Cash  Bazaar 
of  Pueblo,  Colo.,  held  a  "Clean  Sweep  Sale,"  during  which  a 
good  25-cent  broom  was  given  as  a  premium  with  all  purchases 
amounting  to  $i  or  more. 


a 


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CHAPTER  IX. 

GETTING  TRADE  THROUGH  CHILDREN. 

Merchants  who  use  contests  to  promote  trade  have  gener- 
ally found  that  those  which  appeal  to  children  are  more  success- 
ful and  profitable  than  those  which  are  confined  to  grown-up 
persons.  The  children  enter  into  the  spirit  of  the  thing  with 
more  enthusiasm  than  their  elders  although  they  usually  manage 
to  interest  the  latter  if  the  scheme  has  any  merit.  Many  of  the 
schemes  for  children  given  here  are  intended  only  to  give  the 
store  general  publicity  and  no  direct  results  are  to  be  expected. 
There  are  others,  however,  that  are  planned  to  bring  immediate 
business  to  the  store.  Of  course,  the  results  to  be  had  from  any 
of  these  plans  will  depend  to  a  great  extent  upon  how  it  is 
handled. 

122.  A  Junior  Salesman  Contest— A  very  successful  contest 
for  boys  was  conducted  by  Tull  &  Gibbs,  dealers  in  furniture, 
carpets  and  draperies  in  Portland,  Oregon.  Mr.  Emmett  C. 
Brown,  who  has  charge  of  the  advertising  of  Tull  &  Gibbs,  man- 
aged the  scheme.  He  tells  about  it  as  follows: 

During  the  latter  part  of  June  we  exhibited  in  one  of  our 
front  windows  twenty-five  prizes  consisting  of  bicycles,  foot- 
balls foot-ball  suits,  punching  bags,  rifles,  cameras,  base-balls, 
base-ball  mitts  and  base-ball  bats.  With  these  were  several  large 
show  cards  stating  that  these  prizes  were  to  be  distributed  to  the 
Junior  Salesmen  on  the  ist  of  August,  that  the  twenty-five  boys 
bringing  us  the  most  business  between  the  ist  of  July  and  the  ist 
of  August  were  to  receive  these  prizes,  and  that  all  boys  were 
invited  to  become  Junior  Salesmen. 


GETTING  TRADE  THROUGH   CHILDREN  137 

In  this  same  window  we  exhibited  a  celluloid  button  with 
the  inscription,  'Junior  Salesman,  Tull  &  Gibbs.  Your  credit 
is  good ;  make  your  own  terms."  To  every  boy  who  entered  this 
contest  we  gave  one  of  these  buttons  and  a  supply  of  Junior 
Salesman  cards,  with  the  following  inscription,  "Looking  for 
Business  for  Tull  &  Gibbs,  complete  house  furnishers.     Junior 

Salesman   No.  .     Furniture,   Carpets,   Draperies,   Bedding, 

Crocl^ery,  Hardware,  Stoves  and  Pictures.  Bring  this  card  with 
you  and  the  Junior  Salesman  gets  credit  for  the  amount  of  sale." 
On  the  back  of  card  was  space  for  name  of  customer  and  amount 
of  sale.  The  boys  were  instructed  to  solicit  business  among  their 
friends  and  acquaintances,  presenting  these  cards  to  all  the  peo- 
ple they  called  upon ;  requesting  that  when  they  visited  our  store 
they  would  bring  these  cards  and  hand  them  to  the  salesmen  who 
waited  upon  them.  The  salesmen  would  enter  the  names  of 
customers  and  amounts  of  sales  on  the  back  of  the  cards,  which 
would  then  be  handed  into  the  office  with  the  sales  ticket^.  After 
each  amount  had  been  verified  and  checked  by  one  of  our  ac- 
countants, the  amount  of  the  sale  would  be  placed  to  the  boy's 
credit  in  a  book  kept  for  that  purpose. 

On  the  31st  of  July  these  sales  totaled  nearly  $5,000.00,  the 
boy  winning  the  first  prize  having  brought  in  about  $800.00 
worth  of  business.  Of  course,  a  good  deal  of  this  business  might 
have  come  to  us  unsolicited,  but  quite  a  bit  of  it  we  are  certain 
was  due  to  the  Junior  Salesmen.  About  400  started  out  to  solicit 
business,  but  I  should  say  that  not  more  than  30  per  cent  were 
in  earnest.  We  spent  very  little  money  in  advertising  this 
scheme,  relying  upon  our  window  display  and  the  advertising  it 
would  receive  by  the  boys  among  themselves. 

On  the  whole  I  should  think  it  possesses  sufficient  merit  to 
recommend  itself  to  any  retail  house  in  need  of  a  stimulant  for 
its  retail  trade.  The  programme  might  be  varied  and  little  girls 
used  to  create  an  interest  among  their  friends  and  relatives  for 
the  store. 

123.  School  Buttons  for  Cliildren— The  Sweeney  Company, 
of  Buffalo,  N.  Y.,  gave  a  "School  Button"  to  practically  every 
school  child  in  that  city.  Thirty-five  thousand  buttons  were  dis- 


I 


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138 


SALES  PLANS 


tributed.  The  plan  was  announced  in  an  advertisement  as  fol- 
lows : 

"Buttons  for  the  boys  and  girls — school  buttons— just  the 

thing  that  the  juveniles  of  Buffalo  will  cherish  most.  The  big 
department  store  has  just  received  35,000  school  buttons  for  dis- 
tribution among  the  students  of  the  public  and  parochial  schools 

of  Buffalo. 

'The  buttons  are  very  handsome  in  design,  circular  in  shape 
and  one  and  a  quarter  inches  in  diameter.  In  the  center  of  each 
one  appears  the  photograph  of  a  school  and  across  the  top,  in 
neat  lettering,  is  the  name  of  the  school  pictured.  There  are 
buttons  bearing  the  pictures  of  each  public  school  from  No.  i  to 
No.  61  inclusive,  the  three  high  schools  and  the  School  of  Prac- 
tice, as  well  as  the  principal  parochial  schools  of  the  city. 

''Every  boy  and  girl  of  the  Buffalo  schools  will  be  glad  to 
get  one  of  these  buttons  with  a  photograph  of  his  or  her  school 
on  it,  and  the  Sweeney  Company  proposes  to  distribute  the  entire 
lot  of  35,000  buttons  free  to  the  students  or  parents  who  ask  for 
them  at  the  big  department  store. 

^'Anybody,  child  or  adult,  who  calls  at  the  clothing  depart- 
ment, main  floor  in  the  Sweeney  store,  and  presents  a  purchase 
check  showing  that  goods  have  been  purchased  in  any  of  the 
75  departments  of  the  store— no  matter  how  large  or  how  small 
the  amount,  may  have  a  school  button  for  the  asking.  The  en- 
tire amount  of  35,000  buttons  in  assorted  lot  for  each  school,  the 
number  ranging  from  100  to  more  than  1,000  for  the  schools 
that  have  the  largest  attendance. 

124.  Sales  Made  Through  Children— Ed.  Kiam,  of  Houston, 
Tex.,  made  the   following  offer  to  children  living  in  or  near 

Houston : 

''Between  now  and  the  first  Saturday  before  the  opening  of 
school,  we  will  give  school  children,  boys  or  girls,  no  matter 
where  located,  two  per  cent  of  our  sales  when  the  sale  is  made 
by  the  use  of  cards  furnished  by  us. 

"It  is  natural  that  an  announcement  of  this  character  coming 
from  one  of  the  largest  and  best  known  stores  in  the  south  should 
arouse  intense  interest.    We  certainly  would  not  have  taken  such 


\ 


GETTING  TRADE  THROUGH  CHILDREN  139 

a  step  unless  we  had  been  fully  convinced  that  the  idea  would  be 
enthusiastically  endorsed.  This  plan  offers  advantages  to  boys 
and  girls  to  start  a  savings  account  that  should  accumulate 
enough  to  fit  them  out  with  all  necessary  books,  etc.,  for  the 
opening  of  school. 

"Any  child  who  calls  at  our  store,  or  who  will  fill  out  and 
mail  to  us  the  coupon  below,  will  be  furnished  with  cards  to  dis- 
tribute among  their  friends  and  acquaintances.  Whenever  a 
purchase  is  made  by  any  of  the  persons  to  whom  you  give  the 
card,  the  amount  of  the  purchase  will  be  filled  in  and  the  per  cent 
credited  to  you.  Thus :  Should  you  give  your  father  or  mother 
or  some  friend  a  card  and  they  should  purchase  $20  worth  of 
goods  at  our  store,  40  cents  would  be  placed  to  your  credit  and 
so  on  for  every  purchase  made,  no  matter  how  small.  On  the 
first  Saturday  before  the  opening  of  the  fall  term  of  school,  the 
total  amount  of  your  percentage  will  be  given  you  in  gash.  In 
this  way  quite  a  snug  little  sum  can  be  accumulated  to  purchase 
school  books  and  supplies  or  whatever  you  wish." 

The  coupon  referred  to  in  the  above  announcement  con- 
tained merely  a  request  that  cards  be  forwarded  and  left  a  blank 
space  for  the  name  of  the  child.  It  also  had  a  key  mark  indicat- 
ing the  paper  from  which  the  coupon  was  clipped.  Beside  the 
foregoing  offer  there  were  other  rewards  for  the  children  which 
are  explained  in  the  following  note: 

'Tn  addition  to  the  two  per  cent  we  will  offer  special  prizes 

as  follows: 

"To  the  school  boy  or  girl  whose  cards  show  the  largest 
total  sales,  we  will  give  $10  in  gold.  To  the  second  largest  $5 
in  gold.  To  the  third  largest  $2.50  in  gold.  The  names  of  the 
children  in  the  lead  for  the  special  prizes  will  be  published  in  our 
ad  in  the  Houston  Post  every  Wednesday  morning  and  posted  in 
front  of  our  store." 


I 


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125.  A  "Baby  Advisory  Department" — The  Outlet,  a  de- 
partment store  in  Providence,  R.  L,  has  introduced  a  novel  feat- 
ure called  a  "Baby  Advisory  Department,"  which  promises  to 
be  popular.  The  purpose  of  the  new  department  is  to  furnish 
free  expert  advice  to  mothers  as  to  the  feeding  of  babies  during 


1 


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I  i 


140 


SALES  PLANS 


the  hot  summer  months.    The  following  quotation  from  a  news- 
paper advertisement  will  explain  the  plan: 

Most  of  the  sickness  in  infants  and  children  during  the  hot  summer 
months  is   unquestionably  due  to  improper   feeding. 

Young  mothers  do  not  realize  what  a  matter  of  importance  the  diet 
of  their  children  is. 

Believing  that  we  can  do  much  good  for  baby  we  have  fitted  up  a 
special  Baby  Advisory  Department  on  the  first  floor  of  our  store. 

We  have  secured  the  services  of  a  graduate  nurse,  who  will  always 
be  in  attendance,  under  the  personal  supervision  of  a  physician,  who  will 
cheerfully  advise  and  teach  mothers  what  and  how  to  prepare  nourishing 
food  for  use  during  the  hot  summer  months. 

We  want  to  lay  stress  on  the  fact  that  we  have  not  created  this  de- 
partment in  a  spirit  of  charity  and  we  don't  want  the  patrons  of  this 
store  to  feel  that  it  is  charity  for  us  to  give  this  good,  wholesome  advice 
to  young  mothers. 

We  believe  that  we  can  save  many  babies  by  advising  mothers  how 
to  treat  them  during  the  hot  months,  and  that  is  the  only  reason  we  have 
established  this  Baby  Advisory  Department,  which,  understand,  is  abso- 
lutely free  to  the  many  patrons  of  this  store. 

We  want  it  thoroughly  understood  that  under  no  circumstances  DO 
WE  TREAT   SICK  BABIES. 

If  your  baby  is  ill  we  would  advise  you  to  send  for  your  family 
physician. 

In  conclusion,  we  cordially  invite  all  mothers  TO  COME  AND 
CONSULT  THE  NURSE  IN  ATTENDANCE.  Baby  Advisory  Depart- 
ment, first  floor,  centre. 


•I  "I 
.      i 


126.  A  Contest  for  School  Children— The  Dayton  Dry  Goods 
Co.,  of  Minneapolis,  conducted  a  prize  essay  competition  for 
school  children.  At  the  store  there  was  a  large  relief  map  of  the 
Panama  Canal  and  the  children  were  invited  to  write  essays  upon 
this  subject.  The  prizes  of  $15,  $10  and  $5  were  not  given  to  the 
winners  themselves  but  to  the  "Piano  and  Picture  Fund"  of  the 
school  or  schools  they  attend.  The  contest  was  conducted  with 
the  authorization  of  Superintendent  of  Schools  and  certain  time 
during  school  hours  was  allowed  in  which  the  essays  were  to  be 
composed.  The  following  is  from  a  newspaper  announcement 
which  defined  the  terms  of  the  competition. 

The  principals  may  state  to  the  pupils  that  the  map  can  be 
seen  at  the  Beard  Art  Galleries  on  the  fourth  floor  of  the  Dayton 
Dry  Goods  Co. 


GETTING  TRADE  THROUGH  CHILDREN  lit 

The  compositions  must  be  written  in  school  and  under  the 
conditions  imposed  below: 

The  $15  prize  will  be  awarded  to  that  school  from  which  is 
sent  in  the  best  composition  written  by  a  pupil  in  the  eighth 

grade. 

The  $10  prize  will  be  awarded  to  that  school  from  which  is 
sent  in  the  best  composition  written  by  a  sixth  or  seventh  grade 

pupil. 

The  $5  prize  will  be  awarded  to  that  school  from  which  is 
sent  in  the  best  composition  written  by  a  pupil  in  the  fourth  or 

fifth  grades. 

These  compositions  are  to  be  written  on  Friday,  Oct.  28, 
and  the  schools  may  use  for  that  purpose  the  hour  from  11  a.  m. 

to  12  m. 

The  principals  will  send  to  this  office,  properly  marked,  the 
best  composition  in  each  of  the  divisions  mentioned  abgve,  and 
the  final  decision  upon  the  merits  of  the  compositions  will  be 
made  by  some  one  not  connected  with  the  grade  schools.  These 
compositions  must  be  at  the  office  of  the  superintendent  not  later 
than  Friday,  Nov.  4,  or  they  will  not  have  consideration  in  the 
awarding  of  prizes. 


127.  A  Unique  Voting  Contest — Peter  Diamond's  Phar- 
macy, in  Harlem,  N.  Y.,  held  an  altogether  original  voting  con- 
test.   It  was  advertised  by  means  of  a  four-page  circular,  headed 

as  follows: 

WANTED 

All   the   Babies   and   Children   in   Harlem, 

(They  will  be  restored  to  owners  in  3  weeks.) 

BABY  WEEK 

AT 

P.  DIAMOND'S  PHARMACY, 

For  two  weeks  beginning  Monday,  September  26th,  we  will  present 
each  baby  under  2  years  of  age,  and  each  child  under  5  years  of  age, 
whose  picture  is  brought  to  us,  with  a  handsome  Souvenir.  These  Pic- 
tures we  will  number  in  the  order  in  which  they  are  brought  m,  and 
display  in  our  windows. 

For  two  weeks  beginning  Monday,  October  loth,  a  slip  will  be  given 
with  each  purchase  in  our  store,  which  our  customers  will  be  asked  to 


rt- 


'I 


142 


SALES  PLANS 


« 


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I 


fill  out,  stating  which  baby,  up  to  2  years  of  age  (by  number)  they 
think  is  entitled  to  first  prize,  as  being  the  finest  baby  in  our  collection, 
and  which  child  up  to  5  years  of  age,  is  the  finest  child  in  our  collec- 
tion. 

To  the  baby  securing  the  largest  number  of  votes  we  will  present  one 
dozen  cabinet  photographs,  free  of  charge,  to  be  taken  at  Mandelkern's 
Photo  Studio,   1670  Madison  Ave.,  Cor.  iiith  St. 

To  the  one  receiving  the  next  largest  number  of  votes,  we  will  pre- 
sent an  elegant  baby's  fall  cap. 

To  the  child  securing  the  largest  number  of  votes  we  will  present  a 
beautiful  gold   frame  for  cabinet  picture. 

To  the  one  securing  the  next  largest  number  of  votes  we  will  give 
a  handsome  child's  rocker. 

Remember!  That  the  selection  is  left  entirely  to  our  customers. 
We  make  no  votes,  a  voting  slip  being  given  with  each  purchase.  Bring 
us  your  baby  and  child. 

These  circulars  were  distributed  by  the  thousand  all  over 
the  territory  surrounding  the  store.  They  were  wrapped  in  pack- 
ages and  handed  out  over  the  counter.  Dr.  Diamond  also  got  a 
number  of  grocers,  butchers  and  other  neighborhood  stores  to 
wrap  the  circulars  up  with  their  packages.  At  the  store,  the  con- 
test was  advertised  by  numerous  large  show  cards. 

Candidates  to  the  number  of  more  than  one  hundred  were 
entered  and  their  photographs  made  quite  an  interesting  display 
in  the  show  window.  A  great  deal  of  interest  was  taken  by  the 
public  in  the  contest  and  when  it  closed  a  great  number  of  votes 
had  been  cast.    The  judges  were  patrons  of  the  store. 

In  addition  to  advertising  the  "Baby  Contest,"  the  circular 
had  a  long  list  of  prices  on  articles  and  remedies  for  babies  and 
children.  The  scheme  was  an  entire  success  and  gave  the  store 
(which  is  a  new  one)  a  tremendous  lot  of  advertising  at  a. small 
cost. 


128.  An  Interior  Attraction  for  Cliildren — The  Geo.  W.  Mc- 
Alpin  Dry  Goods  Co.,  of  Cincinnati,  O.,  had  an  interior  attrac- 
tion which  drew  a  good  deal  of  attention  to  their  store.  It  is 
described  by  John  Jay  Robinson,  the  ad  manager  of  The  McAl- 
pin  Store,  as  follows: 

Our  seaside  display  was  dainty,  attractive  and  quite  satisfac- 
tory in  accomplishing  its  purpose,  which  was  to  bring  people  into 


GETTING  TRADE  THROUGH  CHILDREN 


143 


the  store  and  keep  them  there.  It  was  also  intended  as  an  added 
attraction  to  our  restaurant  which  adjoined  the  display. 

The  display  was  a  full  size  reproduction  of  a  fashionable 
hotel  porch  accurate  in  all  its  details.  Society  women  were  por- 
trayed by  wax  figures  dressed  in  prevailing  styles.  These  were 
posed  in  natural  attitudes  sitting  and  standing  about  the  porch. 

In  front  of  the  porch  was  a  20x20  foot  sand  pile  representing 
the  beach  with  children  (wax  figures)  playing,  nurse  girls  stood 
about  watching  their  charges.  On  one  side  the  wall  was  covered 
by  a  large  scenic  background  showing  the  sea  and  horizon  be- 
yond.   This  added  greatly  to  the  realism  of  the  scene. 

A  neat  trick  arrangement  was  the  placing  a  stand  mirror 
opposite  the  elevators  so  the  beach  scene  was  reflected  and  caught 
the  eye  as  one  stepped  from  the  elevator.  The  whole  display  was 
well  worked  out  with  careful  regard  for  the  little  details. 


H 


129.  A  Contest  for  Children — D.  Loveman  &  Co.,  of  Nash- 
ville, Tenn.,  improved  and  enlarged  their  shirt-waist  and  shirt- 
waist suit  department.  To  advertise  the  event  they  made  the 
following  offer: 

A  Chance  for  Boys  and  Girls  of  16  Years  and  Under 
in  Nashville  and  Neighboring  Towns. 
We  invite  them  to  write  and  send  us  an  advertisement  of  not 
exceeding   100  words  convincingly  showing  the  advantages  of 
buying  in  our  New  Shirt- Waist  and  Shirt- Waist  Suit  Depart- 
ment. 

First  prize,  $10.00  in  Gold.    Second  prize,  $5.00  in  Gold. 

Other  ads  considered  good  enough  to  use  will  be  paid  for 
at  the  rate  of  $1.00  each.  To  assure  justice  and  impartiality  to 
all  contestants,  we  have  requested  the  advertising  managers  of 
the  three  local  papers  to  act  as  judges.  Contest  opens  February 
23  and  closes  April  i,  1904.  Names  of  successful  contestants 
will  be  announced  April  3rd. 


130.  A  Writing  Contest  for  Cliildren — J.  H.  Havill,  of 
Hamilton,  Ont.,  conducted  a  writing  contest  for  children  with  a 
good  deal  of  success.  He  offered  prizes  for  the  best  specimens 
of  penmanship  submitted  by  boys  and  girls  under  the  age  of  ten 


!# 


% 


I 


144 


SALES  PLANS 


years.  Each  contestant  was  instructed  to  write  ten  words  on  a 
card  and  deliver  it  to  the  store  by  a  specified  time.  The  prizes 
and  the  specimens  of  writing  were  exhibited  in  the  show  window. 
Mr.  Havill  was  well  pleased  with  the  result  of  his  contest.  He 
savs  of  it: 

**The  contest  for  writing  was  one  of  the  best  advertisements 
I  ever  had  for  my  store.  I  not  only  got  the  children  interested  but 
the  fathers  and  mothers  as  well.  I  gave  a  gold  watch  for  the 
best  specimen  of  handwriting  by  g^rls  up  to  ten  years  of  age  and 
another  gold  watch  for  the  boys  of  the  same  age.  I  am  now 
giving  another  prize  for  the  best  written  ad  for  my  store  not  to 
exceed  forty  words.  This  competition  is  open  to  all  under 
twenty  years  of  age." 

131.  A  Clothier's  Advertising — Hopkins  &  Howley,  clothiers 
in  Rutland,  Vt.,  had  a  contest  for  boys  which,  if  not  new,  was 
at  least  very  successful.  They  made  the  following  offer:  "The 
latest,  the  best  style  and  the  best  quality  suit  in  our  store  to  the 
boy  who  will  send  us  before  April  i6,  the  largest  number  of 
English  spoken  words  (no  two  alike)  made  from  the  letters 
comprised  in  the  two  names : 

H— O— P— K— l—N— S    H— O— W— L— E— Y. 

"No  proper  names  allowed.  The  list  must  be  sent  in  a  sealed 
envelope  and  only  boys  from  8  to  15  years  of  age  are  eligible. 
Every  boy,  no  matter  where  he  lives,  is  invited  to  take  part  in 
this  contest." 

Hopkins  &  Howley  say  that  this  was  one  of  the  very  best 
advertising  schemes  they  have  ever  used.  Boys  from  all  over  the 
states  of  Vermont  and  New  York  participated  in  the  contest. 
The  number  of  words  in  the  lists  sent  in  varied  from  150  to 
1,161.  This  same  firm  is  now  conducting  a  "Pumpkin  Contest." 
Seeds  were  sent  to  a  great  number  of  farmers,  with  a  letter  ex- 
plaining that  a  $15  suit  of  clothes  will  be  awarded  to  the  person 
bringing  to  their  store  next  fall  the  largest  pumpkin  raised  there- 
from.   A  great  deal  of  interest  is  being  displayed  in  this  scheme. 

132.  A  Playground  for  Children  in  a  Big  Store — Snellen- 
burg's  big  store  in  Philadelphia  had  quite  an  elaborate  play- 


GETTING  TRADE  THROUGH  CHILDREN 


145 


ground  for  children  which  was  called,  very  properly,  "Pleasure 
Grove."  The  central  attraction  was  a  big  tank  of  water  upon 
which  a  number  of  miniature  yachts  were  ready  to  be  guided  by 
little  hands.  Then  there  was  a  circular  track  of  generous  dimen- 
sions upon  which  the  youngsters  were  privileged  to  ride  upon 
tricycles,  velocipedes,  toy  automobiles  and  other  similar  contriv- 
ances. A  big  "razzle-dazzle"  upon  which  dozens  of  little  people 
might  ride  at  one  time  was  a  popular  feature,  but  the  best  of 
all,  perhaps,  was  a  big  sand  pile,  with  lots  of  buckets,  shovels, 
etc.,  where  the  tots  might  dig  and  play  to  their  heart's  content. 
There  was  a  man  to  look  after  the  small  boys  and  a  number  of 
maids  watched  over  the  girls. 

Of  course  no  charge  was  made,  and  the  children  could  be 
left  for  hours  with  the  assurance  that  they  would  receive  the  best 
of  care  and  kind  attention.  This  was  a  real  boon  to  women  who 
have  to  take  their  children  shopping  with  them  but  do  not'wish  to 
be  burdened  by  dragging  them  through  crowds  from  counter  to 
counter.  "Pleasure  Grove"  proved  a  great  success,  viewed  from 
the  standpoint  of  either  the  store,  the  mothers  or  the  children. 

133.  A  Doll  Show — A  Rhode  Island  dry  goods  store  held  a 
doll  show,  which  stirred  up  a  good  deal  of  interest  among  the 
little  girls  of  the  city.    Five  prizes  were  offered,  as  follows: 

For  the  best  dressed  doll,  $5. 

For  the  second  best  dressed  doll,  $3. 

For  the  best  home-made  doll,  $5. 

For  the  second  best  home-made  doll,  $3. 

For  the  funniest  home-made  doll,  $3. 

It  was  stipulated  that  no  contestant  should  be  more  than 
eleven  years  of  age,  and  the  parents  were  required  to  make  a 
statement  that  the  work  had  been  done  by  the  child  in  whose 
name  it  was  entered. 

A  part  of  the  store  was  set  aside  for  the  show,  and  the  dolls 
were  kept  on  exhibition  for  several  days.  Awards  were  made 
by  disinterested  judges,  and  the  winning  dolls  were  displayed 
in  one  of  the  show  windows.  While  it  was  in  progress  the  show 
was  well  advertised  in  the  newspapers,  and  by  posters  and  show 
cards  displayed  about  the  store.    All  contestants  who  did  not  win 


1.1 


f 


146 


5 


i 


SALES  PLANS 


prizes  were  given  handsome  souvenirs,  so  every  one  was  pleased 
and  the  contest  was  a  great  success.  It  will  be  repeated  next  year 
on  a  larger  scale. 

134.  A  Grab  Bag  for  Children— Jacoby  Bros.,  of  Los  An- 
geles, Cal.,  had  what  they  advertised  as  a  "Free  Grab  Bag"  to 
stimulate  business  and  draw  attention  to  an  enlarged  Juvenile 
Department  of  their  store.  A  large  circular  bag,  five  feet  in 
diameter,  was  constructed  and  filled  with  packages  containing 
such  articles  as  pads  and  pencils,  tops,  bags  of  candy,  trumpets, 
jack  knives  and  other  small,  inexpensive  articles. 

It  was  advertised  that  every  child,  accompanied  by  its  par- 
ents, would  be  permitted  to  take  a  free  grab— in  other  words, 
to  reach  into  the  bag  and  take  his  or  her  choice  of  packages.  The 
idea  was  very  successful  and  hundreds  of  parents  brought  their 
children  to  the  department.  It  was  not  necessary  to  purchase 
anything  in  order  to  have  a  grab  and  the  sole  object  of  the  scheme 
was  to  advertise  the  department.  The  results  were  so  satisfac- 
tory to  Jacoby  Bros,  that  the  plan  was  repeated  a  second  time. 
This  scheme  was  originated  and  carried  out  by  the  Maclntyre 
Advertising  Co.,  of  Los  Angeles,  who  manage  the  advertising 
and  supply  these  sales  ideas  for  Jacoby  Bros. 

135.  Interesting  School  Children— A  western  merchant  de- 
vised a  competition  scheme  for  school  children  that  has  some 
elements  of  newness.  With  every  twenty-five  cent  purchase  he 
gave  a  coupon  which  entitled  the  holder  to  one  vote.  There  are 
a  number  of  schools  in  the  city  and  the  one  receiving  the  highest 
number  of  votes  was  presented  with  a  valuable  collection  of 
pictures  with  which  to  decorate  the  class  rooms.  A  merchant 
in  another  city  used  a  somewhat  similar  scheme  and  presented 
a  library  to  the  school  receiving  the  greatest  number  of  votes. 

136.  A  Prize  Contest  for  Boys— Bernstein  &  Co.,  clothiers 
in  Jersey  City,  N.  J.,  offered  $ioo  in  prizes  to  boys  for  the  best 
catchy  saying  to  be  used  on  their  advertising  signboards  through- 
out the  country  surrounding  Jersey  City.  The  object  of  the 
contest  was  to  obtain  a  mailing  list  and  Bernstein  &  Co.  say  that 


- 


GETTING  TRADE  THROUGH  CHILDREN 


147 


while  results  were  fair,  they  did  not  come  up  to  their  expectation. 
They  would  advise  other  merchants  who  contemplate  similar 
contests  not  to  confine  them  to  school  boys,  but  to  leave  them 
open  to  grown  persons. 

137.  Free  Rifles  for  Boys— The  Gray  &  Dudley  Hardware 
Co.,  of  Nashville,  Tenn.,  gave  away  fifty  safety  rifles  to  as  many 
boys.  At  one  of  the  entrances  to  their  store,  they  stationed  a 
man  with  a  covered  basket  containing  a  large  number  of  tickets, 
fifty  of  which  were  good  for  rifles.  Each  boy  passing  through 
was  allowed  to  draw  a  ticket  and  those  getting  one  marked 
"rifle"  were* given  guns  free.  The  guns  usually  sold  for  50 
cents  each. 

138.  Contest  for  School  Boys— Carr  &  Wein,  of  S^encerville, 
O.,  conducted  a  prize  contest  for  school  boys.  Each  boy  purchas- 
ing a  suit  at  their  store  was  considered  a  contestant,  and  the 
one  making  the  highest  average  was  given  $5  in  gold.  The  sec- 
ond highest  received  a  sweater  and  the  third  a  cap.  The  prizes 
were  awarded  on  Christmas  day. 

139.  Free  Kings  to  Babies — The  Model  Shoe  Store,  of  Mc- 
Cook,  Nebraska,  advertised  that  it  would  give  a  solid  gold  ring 
free  to  every  baby  born  in  that  vicinity  during  the  year  1904. 
The  only  requirement  was  that  the  baby  shall  be  brought  to  the 
store  by  some  grown-up  person. 

140.  Baby  Shoes  Free — M.  A.  McCraw,  a  merchant  in  Mill- 
edgeville,  Ga.,  advertised  that  he  would  give  a  pair  of  shoes  free 
to  every  baby  born  in  the  county  during  the  month  of  April. 


!      1 


i 


•'f 


: 


i 


% 


m 


CHAPTER  X. 
MONEY  MAKING  IDEAS. 

The  following  are  ideas  and  plan"  that  have  made  money 
for  merchants  in  all  parts  of  the  country.  A  great  variety  of 
suggestions  are  given  here.  They  apply  to  all  lines  of  business 
and  to  stores  of  all  sizes— from  the  largest  department  store  to 
the  smallest  cross  roads  grocery.  These  plans  have  all  been 
tried  and  have  proved  satisfactory  to  the  stores  that  have  used 
them.  Most  of  them  are  advertising  plans  and  business  getting 
ideas  that  would  apply  to  one  store  as  well  as  another. 

141.  A  Successful  Gift  Scheme— The  People's  Outfitting 
Company  of  Kalamazoo,  Mich.,  conducted  a  gift  scheme  which 
was  productive  of  results.  Their  object  was  to  familiarize  the 
people  of  Kalamazoo  with  their  store  and  the  plan  adopted  was 
well  calculated  to  accomplish  that  end.  The  presents  given  away 
consisted  of  twenty-three  articles  with  an  aggregate  value  of 
$200,  and  in  addition  to  these  5,000  souvenirs  were  distributed. 
The  souvenir  was  a  cardboard  folder  containing  a  generous  as- 
sortment of  needles  and  bearing  the  firm's  advertisement. 

The  plan  is  explained  in  the  large  advertisement  which  is 
reproduced  from  a  half  newspaper  page.  This  advertisement 
was  followed  from  day  to  day  by  others  of  a  similar  character. 
Some  of  these  ads  were  half  pages;  others  were  smaller;  all 
were  well  written  and  had  something  interesting  to  say  about 
the  scheme.  They  were  all  advertisements  that  were  calculated 
to  keep  the  public's  interest  from  lagging. 

The  working  details  of  the  plan  are  given  by  The  People's 
Outfitting  Company  as  follows.    This  was  written  before  all  of 


>-> 


MONEY   MAKING  IDEAS 


149 


the  gifts  had  been  distributed,  but  even  at  that  time  the  scheme 
had  eone  far  enough  to  assure  its  unqualified  success : 

^This  city  we  figured  had  6,000  homes.  We  had  that  many 
cards  or  certificates  printed  like  the  accompanying  one;  each 
card  was  numbered  consecutively  from  i  to  6,000  These  we 
ZlT^  each  householder.  Then  we  had  six  promment  atizens 
wS  23  numbers  on  as  many  cards,  and  seal  them  up,  they  kept 


5023  Presents 


wm  b.  .nve-  .w.y  at«o.«t.,r  tree  d-Hn.  ^V.^S'^U'^Slrl  Wt?H^- ""-"^jTa^ 
fcoUrt!  leoiich.  1  Morris  chair,  I  ^V*"*^.  -t  SS  S^c^ITi  rnr^  2  pair.  laoecurtalM.  1  parlw 

each  Kparately  so  that  we.  nor  other.  *^«"  ■?»>"•*  JS  rifts!  MeaawhUe  we  shall  mall  a  oer- 
trtll  bTbroken  and  the  chosen  «««»«"«»'"*****  *r?^„,21te  will  have  a  number  oa  the  upper 
Slcafe  to  every  house-holder  In  Kalamazw  •«J,^'^"it^%„  "a"  ,,om  Sept.  14  to  19.  brint 
Sy«  hanVcor^er.  Ail  that  y<»»  "***"*•  ^""'i;*:/^'S8wUth^^  one  ou^our  artincata, 
S^t':?««;r,^  *1  *1-he';V::^r /"e  r.S'L'i^r  u'  -ot  presented,  then  the  ..«  «oe. 

The  certificate,  win  be  malted  the  l^ter  part  of  t^^^^^  J^  Kalamaxoof  recelire 

ThlslsanexpenslvcundertaklnebtttttUOoneTo  ^^^^  the  .tor*  to  aea  the  Im- 

People's  Outfitting  Co., 


possessions  of  these  numbers  until  Monday,   when  they   were 
g^In  to  us  and  we  placed  them  on  the  articles  to  be  gwen  away. 
Holders  of  the  certificates  were  to  call  any  day  ^unng  the  week 
and  if  the  number  on  their  ticket  tallies  with  any  on  the  pre 
mTums,  that  article  is  to  be  theirs.    Should  not  the  "ght  nurnbe 
turn  up  during  the  week,  then  we  are  to  give  the  goods  to  those 
wh^  had  presented  the  next  lowest  number.  •  This  to  inspire  con- 
fidence and  to  show  that  we  really  give  away  the  goods. 

"The  souvenir  we  used  was  a  package  of  needles  put  up  m 
a  very  nice  shape  and  containing  our  ad.  which  will  be  to  some 
extend  a  permanent  ad.  We  give  the  --enir  °nl>^;°  ^^^ 
of  a  ticket  and  he  must  put  his  name  and  address  on  the  back 
of  it  delivering  it  back  to  us.    These  names  we  shall  classify  and 


It 


i 


150 


SALES  PLANS 


it  will  give  us  a  good,  live  mailing  list — the  right  people — the 
right  names  and  addresses. 

"We  have  been  in  business  for  nine  years  and  have  always 
advertised  extensively,  yet  there  is  a  large  class  of  people  whom 
we  have  been  unable  to  get  to  the  store ;  no  amount  of  newspaper 
advertising  would  draw  them.  For  a  city  of  this  size  we  have 
a  large  store  and  it  was  necessary  to  get  the  laggards  in  to  see 
us,  and  we  can  assure  you  we  have  succeeded.  We  accomplished 
our  object  and  have  made  hundreds  of  new  store  acquaintances ; 
we  will  feel  the  result  of  this  missionery  work  for  a  long  time 

to  come. 

"The  6,000  certificates  were  mailed;  3,000  of  them  came 
back  on  Monday,  Tuesday  and  Wednesday;  Thursday  was  bad, 
rainy  weather,  yet  300  turned  up,  leaving  but  2,700  out  with 
Friday  and  Saturday  left.     This  is  a  most  excellent  percentage 


LIST  OF  GIFTS 

(  Shleboanl 425  00 

I  Coach ...  20  00 

I  MotrltaMlr toco 

1  Wanltobe 13  00 

I  Rocket 7  00 

t        -  7  00 

1  •••»••■■■■•■>•••      O  ^^f 

t        " 4  00 

I        •     5  00 

I  Khchca  Cftbinrt..     6  00 
t  DicMlng  TsUc.:..  12  00 

I  Ump. 5  00 

I      -    „..    7  00 

f  KUntle  Clock. 8.00 

I  Dtencr  Set.. 10  00 

I  Rttc «  00 

I     -. 5  00 

t  PtbLaccCurtcins    7  00 

I  Parlor  T«Ue ~    •  00 

I  Udr*.  Desk ~    9  00 

I  Rcceptioo  Ouir...    5  00 

I  Pair-I>rapes 8  00 

Total 4200  00 


A  Present  for  Yoa» 

We  «»uill  di!<tribute  »3  gifts  valued  Sjocoo,  on  September  iQtli. 

This  will  be  the  process: — A  committee  ol  five  prominent  citiwiM  who  are 
disinterected  will  write  23  numbers  on  as  many  cards  and  seal  each  separately. 
On  September  14th  the  seals  will  be  broken  aiftl  the  numbers  placed  on  the 
different  articles  to  be  given  away.  Bring  this  card  any  time  between  September 
14th  to  19th,  and  if  the  number  on  the  upper  right  corner  is  found  on  any  ol 
the  presents,  thai  article  is  yours. 

It  is  not  necessary  to  make  •  (xirchase  or  fulfill  any  other  sUputetion  to 
or(]er  to  participate  in  this  enterprise. 

If  the  exact  number  Is  not  presented,  or  if  the  gift  is  not  claimed  on  the 
closing  day— September  19th— the  gift  will  so  to  the  person  holding  the  next 
lowest  number. 

In  addition  to  the  distribution,  every  person  hoMing  tiwse  cards  will  be 
given  s  valuable  souvenir. 

People's  Outfitting  Company, 

Tb(  StoftThat  Mads  Hens  PeialSUag  Easy. 
Ml  ai7.  a»«.  Ml  Noith  Barficfc  Si.       Ji       ^       Jt      Kslamasiw,  Miek. 

wmrt  voun  name  and  aookcss  om  tmi  SAOit  or  this  cano. 


and  shows  the  interest  that  people  have  taken  in  the  scheme. 
When  the  people  came  to  the  store  with  the  certificates,  they 
found  the  gifts  distributed  all  over  the  store,  upstairs  and  down. 
Each  article  had  a  large  card  with  the  lucky  number  on  it.  It 
took  not  less  than  ten  or  fifteen  minutes  for  a  person  to  go 
through  and  in  this  manner,  he  saw  what  we  had  in  stock.  Many 
were  heard  to  say,  for  instance,  to  one  of  the  clerks,  'I  did  not 
know  that  you  sold  carpets,'  or  'stoves,'  and  so  on,  or  that  they 
knew  not  that  the  store  is  so  large.    We  feel  that  several  times 


.3i 


MONEY  MAKING  IDEAS 


151 


the  amount  of  money  spent  for  this  'stunt'  would  be  well  in- 
vested ;  we're  glad  we  did  it." 

To  any  one  who  will  use  this  scheme,  we  would  sugg^t 
that  they  be  very  careful  in  getting  it  up,  throwing  all  safeguards 
around  it  that  the  people  will  not  be  suspicious.  The  firm  must 
also  have  a  good  name-to  be  known  as  truthful  advertisers. 

142.  Advertising  a  Special  Sale-The  advertisements  re- 
produced here,  in  connection  with  several  thousand  bunches  of 
imitation  keys,  were  used  to  advertise  a  special  holiday  sale  by 
TuU  &  Gibbs,  Portland,  Ore.  The  keys  were  stamped  irom 
silver  cardboard  and,  together  with  a  name  tag,  were  fastened 
together  on  a  heavy  wire  ring.  Even  at  a  short  distance  they 
had  a  very  genuine  appearance  and  most  people  would  have  to 
handle  them  to  detect  the  counterfeit.  The  accompanying  sketch 
will  give  a  very  fair  idea  of  the  appearance  of  the  keys.    Each 


of  the  keys  was  numbered  and  there  were  ten  series  of  numbers 

to  add  to  the  interest. 

In  the  Sunday  morning  paper  appeared  the  first  of  the 
series  of  "lost  key"  advertisements,  of  which  the  first  three  re- 
produced here,  are  examples.  Four  or  five  of  the  little  ads  all 
different,  were  scattered  throughout  the  paper.  Each  of  these 
ads  occupied  about  six  inches  double  column,  with  about  one  aiid 
one-half  inches  of  white  space  around  the  reading  matter.    In 


) 


■(■ 


*    Wl 


m 


152 


SALES  PLANS 


addition  to  these,  there  were  inserted  some  notices  in  the  "Lost 
and  Found"  column  of  the  paper.  These  contained  about  the 
same  reading  matter.  In  the  morning  and  afternoon  papers  on 
Monday,  Tuesday  and  Wednesday  were  inserted  some  twenty 
different  ads  of  which  the  accompanying  reproductions  are  sam- 
ples.   Each  issue  contained  four  or  five  different  ads. 

On  Monday,  between  the  hours  of  ii  o'clock  a.  m.  and  3 
o'clock  p.  m.,  when  the  streets  are  most  crowded,  Mr.  E.  C. 
Brown,  the  ad  man,  had  distributed  two  thousand  bunches  of 
keys.  They  were  not  scattered  about  indiscriminately  by  circu- 
lators, but  were  distributed  by  two  well  dressed  men  who  carried 
them  in  their  pockets,  dropping  one  at  a  time  quietly,  without 
attracting  any  attention.  Mr.  Brown  drove  through  the  streets 
these  men  were  working  on  and  noted  that  there  were  no  keys 


LOST! 


tiMirtm  hi  tto  aky  <<  r^nkm*- 
•  baack  •!  hty  unulnlac  iknt  IM' 
haya  m>»  aw  aama-plata.  ottk  aw  f>V 
vaiaaHfk.  Ow  kajp  maikad  «M  MM- 
kac  twr.  Itetoni  «b)a  buacb  a(  htf*. 
kilara  nan  Ittmda,.  «a  ow  aMca  aa4 
laeatva  aa  m  raward  the  handaeilia  na- 
kof any  chUioaift  aow  ahaaa  ia  mm 


KEYS 
L08T 


«%  will  pnaam  la  ika  pany  vka  m* 
lanu  «•  118,  bafara  aaat  Satuftfay,  • 
bvMk  al  kaya  rawtalalac  ear  aawa- 
pMb,  with  ow  privata  awt.  aad  krv 
No.  IMT,  tlw  haadaooM  mahofaay  chlf- 


Reward!    No.  1287! 


A  luBdMnM  nubofuiy  Chlf- 
fonMT  will  b*  givra  to  th«  jwrtf 
who  ratnmi  to  our  itora  a  buneb 
6f  kajra,  lost  laBwwhen  In  Poit- 
Und.  It  eontuni  our  nam*  pUU 
ind  a  flat  kay  with  our  print* 
mark. numb«i«d  13*7.  BtoBtte 
lookout  for  it 


Somnrbar*  m  PortUad  U   > 

Dam*  pUU  and  a  fl»t  }«t^ 
our  priTato  mark,  ^"»»"»" 
iwr.  If  you  Jtad  it  briB«  it  to 
onr  itoro  and  r««»«  »»  »  row" 
th*  band»onie  mahogany  Cbir 
fonlor  now  thown  in  oor  frow 


TlMa«  k«yt  arc  loat  aaaaawbara  in  I 
laad.    X>on'\    fail    ta   aaaaiia 
kunch  oi  kcya  y«u  pick  ap  iw  Iha  kicky 
kay. 


Tull&Gibbs    M&Oibbs 


Tuir  &  Gibbs     Tull  &  Gibbs 


Oom^oto  Ho«Mfaraiih«» 


Oonylttt  Bowttaniidwn* 


The  Number  is  1287      flave  Yoa  Found  ft?      We  Want  Those  Keys 


It'a  pMmad  aa  a  kay.  Tha  hay  h  •• 
a  buach  wtVa  loal  aaaaawhara  ia  Pan- 
lial:'  Aba  attached  ia  our  nama-plaia 
with  aur  piintc  mark.  Ratum  it  ta 
■a  and  you  arill  tacaiva  ai  a  raward 
(ka  handaamt  Mahafany  Ckilfaaiat  ia 


Att  Waaik  at  kaya  «a  laat  It  ka* 
•w  aami  fla-tT  db'  it  wiik  aw  pri— 
•M)*''>«Bd  f  llat  kay  aitabarad  tMT. 
UyoB  htia(  k  la  aw  atara  yeu1l  ra. 


kiln 


NO.  IMT. 


Por  toot  a^y*  «•**•  feMB  a'- 
Mrtiiiac  fer  a  bvaidi  e(  km 
loit  tomvwb**  in  Pertiaad..  Wo 
putiGqUrly  waat  a  koy  uBbw- 
•d  Un.  Oor  ■•»•  plaU  dd  ad- 
•««t«  matk  an  alw  atta^id  to 
•Mm  k«gr  riq(.  If  you  Sad  it  aad 
brtac  u  to  w  you  wlU  rocatvo  •• 
■  wwird  a  haadfemomahogHy 


Foqnd  Those  Keys? 

Wo'To  loot  a  Vnach  of  koya 
■omowbor*  down  town,  tt  ooa. 
taia*  oor  aatot  pbto  and  a  koy 
saabtM  UtT.  Wbooror  r*. 
torn  it  to  ■■  will  rtooiTo  a  haad- 
noM  mahofaay  Oiiffonior.  To« 
aaa  MO  a  bnach  of  atmilar  koyi 
aad  tb*  CUSoalor  ia  our  fioak 
wiadow. 


Tun  &  Gibbs 


Caiaplata  Maoaahiralahattb 


Tull  &  Gibbs 

II mil  II lit ii% 


Tuil&Gibbs  Tull&Gibbs 


Look  Well  Today        Found! 


That  bunch  of  kayi  wo  hava 
bean  advartiiiag  for  baa  not  bow- 
found  yot.  Bomombor,  wo  want 
that  bunch  with  koy  Ho.  US7. 
Cttnrn  it  to  our  ftoro  aad  w«  wiU 
pnoont  you  with  a  liaadioiv* 
mahogany  ChiffoniM'. 


no  bunch  of  koyi  Ibr  whlA 
vo'yo  boon  advortiaiaf  tho  tail 
four  days  wai  found  at  aooa  yoi- 
torday  by  Mr*.  Stdla  TUala,  SBS 
Waahlagton  itroot.  8ho  waa  pra- 
•onted  with  a  Sot  Mahogiay 
Ohillonier,  a*  adTortlsad. 


Ooaplato  HoaNfanlahdn. 


Great  Opportunity 

Ooot  look  for  thooo  koyi  any 
longer.  Thay'ra  found,  aad  tho 
lucky  finder  got  tho  Ohilfonler^ 
yoiterday  at  noon.  Wahavtpro- 
tridod  another  great  opportunity 
for  you  ta  our  Holiday  Speoial. 
Bale,  which  begina  today.  In 
OTOfy  department  we're  made 
doM  rata  ia  prieea,  aad  ^11 
flnd  plenty  of  practical  pruaata 
at  juft  about  half  vahM. 


OamplaU  HoaaafonlihMi. 


TODAY 

I  ov  ifciiir*'^  Hblldap 
•pedal  Bale.  R'a  faD  of  great 
oppoctunitie*  for  IliOM  wko  aeek 
nodal  holiday  baiplaa  ia  Par- 
aMue,  Ondcery,  0«t  ^taa.  Pie- 
tana  ^d  Druerld*  watch  ota> 
wiodowt  aad  tuiuiaiv*^ 
tiiequnt  for  dataOt 


TuU&Gibbs  Tull&Gibbs  Tull&Gibbs    Tull&Gibbs 


] 


i 


MONEY  MAKING  IDEAS 


153 


O— p>eU  BooaefWaitbaii 


in  sight  two  minutes  after  they  had  passed  up  or  down  the  street. 
They  dropped  about  ten  or  twelve  bunches  to  a  city  block.  On 
Tuesday  and  Wednesday  the  same  programme  was  followed,  dis- 
tributing two  thousand  bunches  of  keys  in  the  same  manner  as 
on  Monday  and  stimulating  interest  by  the  use  of  the  small  ad- 
vertisements. 

On  Wednesday  afternoon,  the  last  day,  the  ring  with  key 
No.  1287  was  dropped  in  the  entrance  of  one  of  the  big  depart- 
ment stores.    Ten  minutes  later  there  was  a  lady  with  the  lucky 
key  at  Tull  &  Gibbs'  store  to  claim  the  chiffonier  we  had  offered 
as  a  reward.    In  all,  there  were  distributed  six  thousand  bunchcsJ 
of  keys.    At  first  it  was  not  intended  to  advertise  the  lucky  num- 
ber, but  to  have  the  finders  bring  the  keys  into  the  store  and 
there  ascertain  if  they  had  found  the  lucky  one.    After  thinking 
the  matter  over,  however,  it  was  decided  that  the  neivsboys  and 
street  urchins  would  gather  up  every  key  in  sight  and  thus  spoil 
the  scheme  by  preventing  keys  from   reaching  the  people  we 
wished  to  interest.     As  it  was,  people  were  always  looking  for 
the  lucky  key.    Not  a  single  person  was  seen  to  throw  away  any 
of  these^  keys,  but  instead,  most  of  them  carried  the  rings  home 
with  them  as  souvenirs. 

The  chiffonier  which  was  offered  as  a  prize  was  exhibited 
in  one  of  the  windows  with  a  few  appropriate  show  cards,  and 
the  window  was  decorated  with  strings  of  keys.  Many  people 
went  out  of  their  way  to  get  a  view  of  the  prize  and  the  display 
caused  considerable  interest.  Of  course,  the  main  purpose  of 
the  scheme  was  to  create  interest  in  the  big  hoHday  sale,  and  it 
will  be  noted  that  the  last  of  the  series  of  advertisements  call  at- 
tention to  that  sale.  These  ads  were  followed  up  with  a  full  page 
advertisement  on  the  following  day. 

143.  Biver  Excursions— The  firm  of  J.  J.  Poehling  &  Co., 
of  LaCrosse,  Wis.,  has  the  reputation  of  being  one  of  the  best 
advertisers  in  the  northwest,  and  in  consequence  the  store  has 
been  growing  at  a  remarkable  rate.  Mr.  PoehUng,  the  head  ol 
the  concern,  is  a  young  man,  under  thirty  in  fact,  and  only  a 
very  few  years  ago  started  his  mercantile  career  as  a  cash  boy, 
Pis  speedy  rise  and  the  flourishing  business  done  by  the  store  are 


\t 


154 


SALES  PLANS 


due  to  his  energy  and  original  advertising  ideas.  While  Mr. 
Poehling  is  a  generous  user  of  printer's  ink,  that  is  not  the 
only  means  he  uses  to  keep  things  moving. 

One  of  the  most  successful  schemes  used  by  Mr.  Poehling 
is  a  series  of  steamboat  excursions.    Six  excursions  are  run  each 
season:     Two  from  points  up  the  river  and  four  from  points 
below  LaCrosse.    Each  excursion  takes  in  some  six  or  eight  good 
sized  towns,  the   farthest  being  forty-five  miles   distant.     The 
number  of  persons  carried  on  each  trip  runs  from  1,200  to  1,700, 
and  in  order  to  get  the  cheap  rate  it  is  necessary  for  all  of  these 
people  to  visit  the  Poehling  store  and  make  a  purchase.     The 
excursions  are  widely  advertised  some  time  in  advance,  both  in 
the  newspapers  and  by  enormous  yellow  posters  that  are  stuck 
up  all  over  the  territory  from  which  excursionists  may  be  ex- 
pected to  come.     These  posters  explain  the  arrangements  of  the 
excursions,  which  are  as  follows :    The  fare  is  advertised  as  50c 
to  LaCrosse  with  a  free  return  trip,  providing  the  excursionist 
spends  5c  at  Poehling's  store.     This  is  the  way  it  is  explained: 

HOW    TO    MAKE    THE    TRIP    FREE. 

This  excursion  is  given  under  the  auspices  of  J.  J.  Poehling  &  Co., 
dry  goods  merchants  of  LaCrosse,  who  chartered  the  boat  for  this 
occasion.  Purchase  a  ticket  at  your  place  of  starting  for  50  cents. 
Present  this  ticket  at  our  store,  corner  Fourth  and  Main  streets,  and 
make  a  purchase  of  5  cents  and  receive  a  return  ticket  free,  or  make 
a  purchase  of  $5.00  or  over  and  we  will  refund  you  the  amount  paid 
for  your  ticket.  These  are  the  only  conditions  required,  and  upon 
no  other  conditions  can  this  trip  be  made  free.  The  entire  store 
will  have  extraordinary  bargain  attractions  on  this  occasion  and  we 
assure  all  who  come  to  save  them  money  on  every  purchase,  beside 
being  a  pleasant  day's  recreation  at  little  or  no  cost. 

SPECIAL     ATTRACTIONS     FOR     THIS     GRAND    EXCURSION. 

Dana's  Third  Regiment  Band  will  meet  you  at  the  boat  and  give 
a  grand  concert  in  front  of  the  store.  Music  all  afternoon  by  a  special 
concert   company. 

GOLD    CLOCKS    GIVEN    AWAY    FREE    EVERY    HALF    HOUR. 

Tickets  will  be  given  with  every  lo-cent  purchase,  and  a  drawing 
takes  place  every  half  hour.  These  clocks  are  fully  guaranteed  and 
easily   worth  $10.00. 

The  boat  has  big  banners  on  the  sides  with  the  words: 
POEHLING'S  EXCURSION.  When  it  arrives  at  the  dock 
in  LaCrosse,  at  noon,  the  excursionists  are  met  by  a  brass  band. 


"' 


.. 


/ 


MONEY  MAKING  IDEAS 


155 


which  heads  the  procession  to  Poehling's  Store,  where  other  at- 
tractions are  waiting.  There  is  an  orchestra  in  the  store,  and 
every  one  is  given  souvenirs  with  the  store's  ad  printed  on  them. 
Then  to  keep  up  the  interest  there  is  the  drawing  for  the  clocks 
every  half  hour.  So,  in  one  way  and  another  the  greater  part 
of  the  crowd  is  kept  in  the  store  until  the  boat  leaves  at  5  p.  m. 

Now,  it  would  seem  that  all  of  this  would  cost  Poehling  & 
Co.  a  pretty  penny.  That,  however,  is  one  of  the  beauties  of  the 
scheme— it  does  not  cost  the  store  one  cent.  This  is  how  it  is 
done.  Poehling  &  Co.  charter  the  steamer  by  agreeing  to  make 
good  the  deficiency  should  the  receipts-  from  fare  fall  below  a 
certain  small  amount.  On  the  other  hand,  the  Steamboat  Com- 
pany pays  Poehling  &  Co.  25  per  cent  of  the  receipts.  As  the 
excursions  have  proved  wonderfully  popular,  the  25  per  cent 
that  the  store  receives  has  paid  all  the  expenses  of  advertising, 
souvenirs,  bands,  clocks,  etc.  When  the  full  50c  fare  is  rebated 
to  customers  spending  $5  or  over,  this  rebate  amounts  to  only 
37>^c,  as  the  store  receives  25  per  cent  back. 

This  scheme  has  been  used  for  three  seasons  and  has  grown 
to  be  regarded  by  the  public  as  a  fixed  institution.  Their  popu- 
larity is  gaining  rather  than  diminishing  and  the  result  is  that  for 
nearly  one  hundred  miles  along  the  Mississippi  River,  Poehling's 
store  is  known  to  every  one. 

144.  Getting  New  Customers— Friend's  housefurnishing  es- 
tablishment in  Pittsburg  is  constantly  doing  something  to  attract 
attention  and  get  people  to  visit  the  store.  Hardly  a  week  passes 
without  some  unusual  plan  being  used.  The  following  plan  was 
used  to  get  new  customers.  This  is  quoted  from  an  advertise- 
ment : 

Friend  wants  new  customers.  The  first  person  to  bring  us  a  new 
customer  this  week  will  receive  a  handsome  Brussels  Carpet  Free. 
You  do  not  have  to  purchase  anything  yourself  to  win  this  elegant 
prize.  If  you  are  the  first  person  to  bring  with  you  to  our  store 
this  week  a  friend  who  has  never  before  dealt  with  us,  and  who  will 
open  an  account,  Friend  will  give  you,  free  of  all  charge,  a  beautiful 
Brussels  Carpet. 

You  will  have  the  privilege  of  selecting  whatever  pattern  rhat 
suits  yoii.  Friend  will  measure  the  room  for  which  you  desire  the 
carpet,  and  will  make,  line  and  lay  the  carpet  free  of  all  cost  to  you. 


0  ■ 


I 


■I 


156 


SALES  PLANS 


You  will  admit  that  this  is  a  most  liberal  and  a  most  unusual 
offer.  But  Friend  has  a  reputation  for  liberality  and  fair  dealing, 
and  when  he  makes  an  offer  like  this  the  public  has  come  to  under- 
stand that  the  prize  is  one  worth  going  after. 

You  do  not  need  to  be  told  that  the  winner  will  be  the  "early 
bird."  So  better  come  as  early  as  you  can  and  bring  a  new  cus- 
tomer with  you  who  will  open  an  account.  It  is  not  necessary  that 
the  new  customer's  purchase  shall  be  of  any  great  amount.  We  want 
new  customers,  to  buy  goods  on  credit,  and  will  reward  you  liberally 
for  bringing  them  to   us. 

This  extraordinary  offer  will  be  repeated  every  week  till  further 
notice. 

A  week  later  another  announcement  was  made  along  some- 
what similar  lines.  It  was  an  offer  that  should  have  brought 
a  good  many  people  to  the  store.     Here  it  is: 

Somebody  will  receive  a  beautiful  Brussels  Carpet  from  us  ab- 
solutely free  of  charge,  and  you  have  just  as  good  an  opportunity  as 
anyone   to   secure   this  magnificent  gift. 

We  wish  to  know  you  and  we  wish  also  to  know  your  friends 
and  acquaintances.  Here's  our  idea  of  getting  acquainted  in  the 
shortest  possible   time: 

To  the  person  who  comes  to  our  store  this  week  and  brings  with 
him  the  largest  number  of  acquaintances  (men  or  women)  we  will 
give  a  handsome  Brussels  Carpet  absolutely  free  of  charge.  You  need 
not  bring  them  all  in  at  once — come  every  day  this  weeek,  if  you  like, 
and  bring  a  few  persons  each  time,  or  come  once  with  a  crowd,  if 
you  prefer.  We  want  to  meet  all  of  you.  Your  names  and  ad- 
dresses will  be  taken  and  an  accurate  record  kept  of  all  callers.  At 
the  end  of  the  week,  we  shall  go  over  the  list  and  decide  who  is 
entitled  to  the  carpet.  Two  weeks  from  yesterday,  Sunday,  Novem- 
ber 19,  we  will  publish  the  name  and  address  of  the  successful  person. 
We  would  publish  the  winner's  name  next  Sunday,  but  cannot  do 
so,  as  our  store  is  open  every  Saturday  night,  and  the  competition  will 
be  open  until  the  closing  hour — 10  o'clock — which  will  be  too  late 
to   prepare   our   advertisement   for   the    Sunday   papers. 

However,  for  a  time  we  shall  give  a  carpet  away  every  week  on 
these  same  conditions,  so  bring  in  your  friends  and  acquaintances, 
and   watch    for   our   advertisements. 

This  is  no  scheme  or  game  of  chance.  It  is  simply  a  straight- 
forward, legitimate  way  of  remunerating  you  for  the  trouble  you  take 
in  introducing  us  to  people  who  may  some  time  become  purchasers  at 
this  store.  But  keep  this  fact  in  mind — you  are  not  obliged  to  pur- 
chase anything  in  order  to  enter  this  contest.  You  don't  need  to 
spend    a    penny.      The    person    who   receives    this   carpet   has   the    priv- 


) 


MONEY  MAKING  IDEAS 


157 


ilege  of  selecting  the  pattern  that  he  or  she  likes  best — ^we  measure 
the  room  that  you  want  carpeted  and  make  and  lay  the  carpet  free 
of  all   expense  to  you. 

In  case  of  a  "tie" — that  is,  should  two  persons  have  exactly  the 
same  number  of  names  to  their  credit,  we  shall  give  Two  Free  Carpets 
—one  to  each  of  the  persons  who  brought  to  our  store  the  most 
persons  during  the  week. 


145.  Package  Slips — Newspaper  space  is,  perhaps,  better 
than  any  other  one  means  of  exploiting  a  business  and  should 
form  the  basis  of  any  retailer's  advertising.  It  is  not  the  only 
means,  however,  of  gaining  profitable  publicity.  There  are  many 
excellent  ways  of  supplementing  newspaper  advertising.  The 
large  catalogue  houses  of  Chicago  and  New  York  do  a  great  deal 
of  very  efficient  advertising  by  the  use  of  what^are  known  as 
"envelope  stuff ers."  These  are  small  booklets,  folders  or  printed 
slips  that  are  enclosed  with  every  letter  sent  out.  In  most  cases 
a  number  of  "stuffers"  are  enclosed  in  each  envelope  and  every 
one  treats  of  a  different  subject. 

The  same  principle  is  applied  by  some  merchants  who  en- 
close in  each  package  sent  out,  a  slip  that  corresponds  to  the 
envelope  stuffer.  These  slips  are  reasonably  sure  of  being  read 
and  can  be  made  very  effective  if  they  are  well  written.  They 
must  be  brief  and  to  the  point  and  one  subject  should  be  treated 
at  a  time.  The  trouble  with  most  printed  slips  of  this  kind  is  that 
they  say  too  much  or  talk  on  too  many  subjects.  That  is  a  mis- 
take. People  will  not  take  the  time  to  read  a  long  advertisement 
unless  they  are  especially  interested.  Even  if  they  do  read  it, 
there  is  too  much  to  be  remembered  and  it  is  quickly  forgotten. 

Almost  any  merchant  who  can  talk  business  should  be  able 
to  write  effective  copy  for  these  slips.  The  object  is  to  impress 
upon  the  reader's  mind  some  fact  concerning  the  store  or  the 
goods  sold.  This  is  best  done  by  taking  one  subject  and  hand- 
ling it  in  a  few  brief,  strong  sentences.  Try  to  say  something 
that  will  be  remembered.  In  size  the  package  slips  need  not  be 
larger  than  four  by  six  inches.  They  should  be  in  large,  plain 
type  on  fairly  heavy  paper  of  good  quality.  White  paper  is  best 
for  this  purpose  and  black  or  some  dark  colored  ink  should  be 
used.     A  plain  border  and  small  ornaments,  or  a  decorative  in- 


f 


iti 


158 


SALES  PLANS 


itial  may  be  used  to  make  them  more  attractive,  but  they  should 
not  be  too  ornate. 

It  is  a  good  idea  in  using  package  slips  to  have  as  great 
a  variety  as  practicable  and  to  issue  only  a  few  hundred  of  each 
kmd.  This  will  cost  slightly  more  for  printing  but  it  will  pre- 
vent the  same  customer  from  getting  several  copies  of.  the  same 
slip.  Instead  of  using  package  slips  some  merchants  use  printed 
envelopes  for  enclosing  small  purchases,  such  as  ribbon,  gloves, 
etc.  These  envelopes  bear  advertisements  similar  to  those  used 
on  the  regular  package  slips. 

146.  A  Prize  for  a  Catch  Phrase— Brill  Broth-rs,  the  New 
York  clothiers,  offered  a  prize  for  a  catch  phrase  to  use  in  ad- 
vertising their  stores.  Their  specifications  called  for  '^something 
short,  snappy,  terse  and  to  the  point,  original  and  individual." 
Twenty-five  dollars  was  offered  as  a  first  prize  and  for  each 
other  phrase  that  could  be  used.  Brill  Brothers  offered  an  order 
good  for  a  $i.oo  purchase  at  any  of  their  stores. 

In  response  to  the  offer  several  thousand  replies  were  re- 
ceived and  the  first  prize  was  awarded  to  a  young  lady  who  sug- 
gested the  phrase  "Get  the  habit— go  to  Brill  Brothers."  There 
were  nearly  one  hundred  other  phrases  which  were  considered 
worthy  of  the  $i.oo  prizes.  We  print  a  number  of  them  as  they 
offer  valuable  suggestions  for  show  cards  and  for  general  ad- 
vertising : 

Brill    fills    the   bill-Prices    that   tell;    goods    that    sell.      We    sell- 
you  buy-both  happy.      It's  all  in   where  you  buy.      What  you  buy  we 
stand  by.      If  it's  from  Brills'  it's  worth  wearing.     If  it's  here  it's  right 
Get   suited   right,    for  day  or  night,  at   Brill   Brothers'.      You'll   buy  at 
Brills    agam-The  clothes  that  make  the  man.      'Tis  undeniable-Brills' 
are  reliable.      If  it  came  from  Brill  Brothers'  it  must  be  right      There 
are  others  but  not  on  the  clothes  line.      It's  right,  or  we  make  it  right 
Come    in    and    have    a    fit.       With    Brills'    there    are    no    frills-Brills' 
guarantee   is  a   written   contract.      You're   satisfied  or  we're  not       The 
store  that  never  disappoints.      The  no  botheration  store-Good  making 
making    good.       Customers    always    come    back    again.       By    the    name 
you  know  our  fame.      The  clothes  that  made  the  firm.      If  you  once 
wear   Brills'   you   always   will.      We've   always   made  good.      Brill   will 
suit  you.     All  a  man  wears.    Wear  Brill  wear.     Where  the  well  dressed 
rnan   buys.      Four   stores-one   story-We   make  good   we're   here   with 
the   goods.      Bnll    Brothers'   merchandise   is   good.      Money   worth    or 


MONEY   MAKING  IDEAS 


159 


i'  ^ 


money  back.  Come  once — you  will  come  after.  To  go  once  is  to  go 
twice — to  Brill  Brothers'.  We  make  good.  Men's  wear  that's  fit 
to  wear.  If  you  buy  at  Brill  Brothers',  you're  safe.  Every  thing 
that  is  worth  wearing.  Looks  well,  wear  well — Brills'  guarantee  means 
something.  The  two  kinds — Brill  Brothers'  and  others.  We  gratify 
and  satisfy.  If  from  Brill  Brothers'  it's  the  best.  Something  doing 
at  Brill  Brothers' — If  nothing  else  suits,  try  ours.  Looks  right,  wears 
right  and  is  right.  Look  swell,  you  might  as  well.  Brill  Brothers' — 
forget  the  others.  We  put  you  on  top  by  selling  you  at  the  bottom. 
Brill  Brothers'  have  it  for  less.  We  deliver  the  goods  or  make  good. 
The   all-right   stores. 


147.  Advertising  a  Shoe  Sale — Lay  &  Lyman's  department 
store  in  Kewanee,  111.,  advertised  a  special  sale  of  boys'  shoes 
in  a  decidedly  clever  way.  One  week  before  the  sale  they  filled 
a  window  with  boys',  youths'  and  little  gents'  shoes,  which  were 
offered  during  the  sale  at  98c  for  all  sizes.  In  the  center  of  the 
window,  close  to  the  glass,  was  one  of  the  shoes  cut  completely 
in  two  from  heel  to  toe,  to  show  that  they  were  made  of  solid 
leather  all  the  way  through. 

The  main  attraction  of  the  window  was  a  wheel  about  three 
feet  in  diameter,  with  the  spokes  made  of  insoles,  as  shown  in 
the  drawing.     On  either  side  of  the  hub  of  the  wheel  were  at- 


M'/'Ai'"///,/ /,//.' >/-Xi//'///>-/W.'y///'//'. //,//.//.// 


'//'■////./////////.//.//■^//■Z/Mf, 


Jiiy  fi/(n  coiynecttd 

m 

tached  electric  wires,  which  ran  to  the  rear  of  the  window. 
These  wires  were  solely  for  the  purpose  of  misleading  the  ob- 
server or  electrical  tyro  into  thinking  that  the  wheel  was  turned 
by  a  direct  electric  current. 

The  floor  of  the  window  was  filled  with  the  shoes,  all  alike, 
excepting  one  which  had  a  hole  cut  through  the  bottom,  through 


t 


160 


SALES  PLANS 


MONEY   MAKING  IDEAS 


161 


which  came  a  tin  tube,  as  shown  in  the  drawing.  When  the 
shoe  was  laced  this  tube  was  invisible  to  any  one  standing  in 
front  of  the  window.  A  motor  with  a  fan  in  the  basement  be- 
neath the  window  supplied  a  strong  current  of  air,  which  passed 


'   I 


For  :Boy^  Only! 

^ee  the  perpetual  ntotion  ma* 
ohine  in  our  bifindotu*  To  the 
fitsSt  tt»o  hoys  buho  hand  in 
the  correct  ^uess  in  toriting 
hotif  this  ntotion  ts  produced^ 
ttue  tutil  ^i'Oe  a  pair  of  our  L» 
/^  L.  Special  shoes  F^EE 

These  shoes  fa^ilt  be  on  sat& 
nejct  toeeKFrtday  tn  our  Shoe 
Department.  Special  purch* 
ase  of  alt  solid  Little  Cents^ 
youths  and  Doys  shoes  *  states 
9  to  Sy»  tuorth  fl.IS^  fil.2S  and 
^1.35  at 


98c 


and  many  observers,  even  electricians,  were  deceived  by  the 
clever  way  in  which  the  current  of  air  was  carried  through  the 
shoe.  The  contest  and  the  sale  of  shoes  which  followed  were  a 
great  success. 

148.  Orders  by  Telephone — The  all-night  telephone  service 
that  is  now  being  advertised  by  a  number  of  stores  in  New 
York    and    Philadelphia    is    a    greater    convenience    to    cus- 


through  the  tube,  striking  the  rear  of  the  wheel.  The  insoles 
on  the  wheel  acted  as  paddles  and  the  current  of  air  striking 
them  spun  the  wheel  around  at  a  lively  rate. 

The  accompanying  advertisement  was  published  in  the  news- 
papers offering  a  pair  of  shoes  each  to  the  first  two  boys  who 
guessed  correctly  as  to  how  the  ''perpetual  motion"  was  pro- 
duced.    The  revolvmg  wheel  attracted  a  great  deal  of  attention 


THB   JOHN 

WANAMAKBII    STORt 

Store  closes  at  5.30. 

Phii^ieiphi..  Wednesday.  «uy  %  im                      Weather  todttf:  fair 

^-,  .1    nil  tii}i;,i;,!i![ii;iiiiiuiii)ii!ii: 

Mt<wmiitiiiiiiiniiniiiiiiiiiiii'Hitiniiniii!i!ii'iiimnii!innii!Hfii!)!n)M!!ii!'  .-^ 

The  Store  Telephone  Service 
Now  Open  All  Night 

Our  new  telephone  numbers  are  • 

B«tt— Filbert  1       /fcystone— Race  1 

At  Night  ask  lor  ""ORDER  DEPARTMENTS 

Easy  numbers  to  remember:  but  to  make  it  still  easier  you  may  Simply  call 
"IVanimaker's."  Now  and  then  a  new  operator  will  ask" "what  number?"  and  in 
that  casff  you  wMl  give  it.  But  99  times  out  of  a  hundred  you  will  be  able  to 
secure  connection  by  simply  asking  for  "fVanamaker's.' 

Orders  for  Goods  Will  Be  Taken 
Any  Minute  of  the  Night  or  Day 

If  «t  night,  goods  will  be  delivered  on  the  first  delivery  of  the  next  day. 

Suppose  you,  Mr.  Husband,  go  home  and  your  wife  says  "John,  stop  in  at 
Wanamaker's  to-morrow  and  buy  me  so  and  so.  John  can  sit  right  down  at  the 
telephone  that  evening,  order  it  and  get  it  cff  his  mind. 

Suppose  you  see  in  the  IVanamaker  Herald  in  the  Evening  Telegraph  some- 
thing that  vou  want  to  buy— er<fer  it  through  the  night  phone  and  tt  mil  be  de- 
livered the  f  allowing  day. 

Six  o'clock  in  the  morning,  or  five  or  four,  is  the  same  to  us  as  10  or  12 
o'clock  at  night— there  will  always  be  some  one  at  the  store  phone  to  take  your 
order. 

I  Inquiries  or  Complaints  May  Also  Be  Phoned  in  at  Night 

Another  convenience. 

When  articles  promised  for  that  day  are  not  delivered  by  10  o'ckxk  at  night, 
phone  to  us,  and  the  matter  will  be  investigated  early  the  next  morning  and  the 
goods  delivered  at  once  if  in  stock. 

Hereafter  the  store  will  never  be  dosed  to 

those  who  have  a  telephone  in  their  homes 

The  New  Spring  and  Summer  Catalogue  for  1905 

is  now  ready.  A  postal  or  phone  call  will  bring  one  free  to  your  home.  Or 
people  coming  the  to  store  may  procure  them  at  the  Transfer  Desks,  main 
Chestnut  and  Market  street  entrances. 

Phone  or  mail  ordsr  mav  be  sent,  from  this  Caiahgue.  or  from  our  announcs- 
ments  in  the  daily  neiospapers. 


iiiiiiJintiiiiii! 


..tfiii;iit;;ii»if!iii>'fifiii!H:i 


Pine  Dress-Goods 
in  Short  Lengths 


(MainAUlt) 


^Id 


Women's  $25 
Redingote  Suits 


^ 


162 


SALES  PLANS 


MONEY   MAKING  IDEAS 


163 


tomers  than  might  appear  at  first  glance,  and  many  shoppers 
are  taking  advantage  of  the  arrangement.  One  advantage 
found  is  the  fact  that  shopper  can  file  her  order  for  bargains 
as  quoted  in  the  evening  papers  without  the  inconvenience  of  vis- 
iting the  store  during  the  day  rush.  The  use  of  the  telephone 
the  night  before  also  serves  to  anticipate  the  "all  sold  out"  feat- 
ure that  is  a  frequent  source  of  annoyance  in  connection  with 
cut  price  offerings. 

On  the  other  hand,  there  are  objections  to  the  telephone 
service  from  the  merchants'  point  of  view.  Special  bargains  are 
usually  advertised  for  the  purpose  of  bringing  people  to  the 
store,  that  they  may  buy  something  else.  This  purpose  is  to  a 
certain  extent  defeated  by  the  use  of  the  telephone,  as  the  cus- 
tomer stays  at  home  and  her  purchase  is  limited  to  the  advertised 
article. 

The  accompanying  reproduction  is  from  a  clipping  of  one 
corner  of  an  advertisement  of  Wanamaker's  Philadelphia  store. 
It  will  show  how  this  store  first  announced  its  all-night  tele- 
phone service.  Almost  every  advertisement  now  calls  attention 
to  the  service. 

149.  A  Corner  Drug  Store — A  store  on  a  corner  that  is 
passed  by  a  street  car  line  can  pick  up  a  good  deal  of  extra 
patronage  if  it  is  prepared  to  take  advantage  of  its  position. 
This  is  especially  true  in  small  cities  where  cars  are  often  a 
considerable  distance  apart.  There  are  always  people  standing 
about  on  this  kind  of  a  corner  waiting  for  their  car  and  it  is  no 
trouble  to  get  them  to  come  inside.  A  druggist  in  one  of  the 
suburbs  of  Chicago  says  that  he  has  doubled  his  trade  by  get- 
ting people  into  the  habit  of  waiting  inside  his  store  instead  of 
on  the  walk  outside. 

He  has  set  off  a  little  section  with  chairs,  etc.,  in  the  front 
of  the  store  for  the  convenience  of  people  who  are  waiting  for 
their  car.  This  space  is  made  the  center  of  an  elaborate  display 
of  goods.  On  one  side  is  the  show  window  space  which  is  al- 
ways filled  with  a  variety  of  useful  articles.  This  window  is 
trimmed  with  a  view  of  catching  customers  both  from  the  out- 
side and  inside.     In  it  there  are  usually  two  large  show  cards: 


r 


one  facing  the  street  and  the  other  turned  toward  the  inside  of 
the  store.  All  the  goods  bear  price  tickets  and  they,  too,  are  in 
duplicate  facing  both  ways.  Large  glass  show  cases  form  two 
sides  of  the  enclosure.  They  are  used  more  for  display  than 
as  receptacles  of  goods.  They  are  the  kind  having  the  glass 
extending  almost  to  the  floor  with  shelves  inside.  These  cases 
are  kept  carefully  trimmed.  Every  two  or  three  days  the  goods 
are  changed  and  all  articles  shown  have  price  tickets  attached. 
The  tickets  used  are  miniature  reproductions  of  window  cards 
bearing  suggestive  phrases.  Thus,  with  goods  cleverly  displayed 
on  all  sides,  a  person  cannot  help  looking  at  them.  No  matter 
which  way  she  turns  something  is  suggested  to  her  and  almost 
every  time  she  comes  into  the  store  there  is  something  new  to 
see.  Even  if  a  purchase  is  not  made  at  this  time,  this  is  the  best 
possible  kind  of  advertising.  ♦ 

Large  mirrors  are  placed  at  an  angle  just  outside  the  win- 
dow which  enable  a  person  inside  the  store  to  see  when  a  car 
is  approaching  from  either  direction.  The  mirrors  reflect  the 
street  in  both  directions  for  more  than  a  block,  so  the  approach- 
ing car  can  be  seen  at  a  glance  long  before  it  reaches  the  store. 
Outside  is  a  conspicuous  sign  inviting  people  to  "Come  Inside 
and  Wait  for  the  Car."  This  druggist  says  that  people  have 
always  been  in  the  habit  of  waiting  in  the  store  to  some  extent, 
but  since  the  conveniences  have  been  arranged  for  them,  the 
number  of  "waiters"  has  been  increased  wonderfully. 

150.  Eural  Delivery  Service — An  Ohio  merchant  has  estab- 
lished a  system  of  country  delivery  which  has  proved  quite  a  suc- 
cess. He  writes  about  it  as  follows:  "I  am  situated  in  a  small 
city  which  is  surrounded  by  a  thickly  settled  agricultural  com- 
munity. Several  years  ago  it  occurred  to  me  that  I  could  get 
a  good  deal  of  business  from  the  farmers  by  sending  out  solicitors 
to  take  orders  from  them  and  delivering  the  goods  the  next  day. 

"By  way  of  experiment  I  sent  out  one  of  my  best  salesmen 
in  a  buggy  and  had  him  call  upon  all  the  farmers  living  along 
one  of  the  principal  roads  leading  into  the  city.  On  the  first  trip 
the  proposition  was  altogether  new  to  the  farmers  and  the  sales- 
man did  not  secure  a  great  many  orders.     Most  of  those  he  did 


r! 


I 


r-5 


* 


1(>4 


SALES  PLANS 


get  were  small,  but  he  did  enough  business  to  convince  me  that 
the  plan  could  be  worked  on  a  paying  basis  in  time.  I  sent 
him  out  on  the  following  week  to  cover  the  same  route,  and  on 
this  trip  he  got  more  and  better  orders.  After  experimenting 
along  this  line  for  three  months,  I  concluded  to  get  an  extra 
wagon  and  put  it  on  a  regular  route. 

"My  plan  was  to  send  the  solicitor  out  about  five  miles  by 
one  road  and  have  him  return  by  a  parallel  road.  Each  day  he 
took  a  different  road  until  at  the  end  of  the  week,  he  had  cov- 
ered all  of  the  important  roads  entering  the  city.  The  delivery 
wagon  followed  the  solicitor  on  his  rounds,  being  one  day  be- 
hind him. 

"I  got  up  some  good  circulars  addressed  to  the  farmers  in 
which  I  announced  my  scheme  and  gave  the  itinerary,  stating 
on  what  days  the  solicitor  would  be  on  each  road.  In  these  cir- 
culars I  quoted  some  low  prices  and  asked  for  trial  orders.  I 
also  advertised  in  the  county  papers  and  personally  told  every 
farmer  I  happened  to  meet.  In  this  way  my  scheme  had  a  good 
deal  of  publicity  at  the  beginning;  but,  notwithstanding  that 
fact,  the  first  trips  brought  in  very  few  orders. 

"For  three  months  I  kept  the  wagon  going  at  a  loss,  but 
the  business  kept  growing  steadily  and  by  fall  it  had  commenced 
to  pay.  Since  that  time  it  has  continued  to  increase  and,  in  the 
following  spring,  I  put  on  another  solicitor  with  another  larger 
delivery  wagon.  I  divided  up  the  routes,  making  two  trips  each 
week  instead  of  one,  and  I  also  got  out  a  good-sized  catalogue 
in  addition  to  the  circulars  which  were  issued  at  frequent  inter- 
vals. 

"I  believe  that  the  persistence  with  which  my  solicitors 
called  upon  the  farmers  had  much  to  do  with  the  success  of  the 
plan.  On  each  trip  they  called  at  every  farm  house  along  the 
route  and  many  people  who  at  first  were  not  inclined  to  order 
from  me,  were  eventually  influenced  to  place  small  orders,  and 
in  the  end  became  good  customers.  My  country  delivery  service 
has  now  been  in  operation  more  than  two  years  and  still  continues 
to  grow  in  importance.  It  has  also  advertised  my  town  business 
to  a  large  extent.    Of  course  this  plan  could  not  be  made  to  pay 


MONEY  MAKING  IDEAS 


165 


in  a  sparsely  settled  country  or  in  one  where  the  roads  are  not 
improved." 

151.  Pushing  Tea  and  Coffee  Trade — A  grocer's  tea  and 
coffee  trade  can  be  made  very  profitable  if  it  is  rightly  managed. 
There's  not  so  much  money  to  be  made  from  the  cheaper  grades, 
but  high  quality  coffees  and  teas  pay  handsomely  and  they  serve 
as  the  best  kind  of  an  advertisement  for, the  store.     There  is 


WORTH 

25c 


COUPON 


WORTH 

25c 


'^OUT  IT  OUT" 

Durin;;:  This  Week,  Ending   Saturday,  Jantiary  30,  1904,  wc  t»l!l 

Give  Away  1-4  lb.  of  The  Best  Dollar  Tea 

(Choice  of  Oolong,  Green,  Mixed,  English  Breakfast,  Pekoe  Ceyloo» 

Assam,  Young  Hyson,  Gunpowder)  » 

To  every  customer  at  any  of  our  stores.  Main  or  Branch,  who  pre* 
senls  and  deposits  this  coupon,  and  makes  a  purchase  of  goods 
excepting -sugar 

Amounting  to  Fifty  Cents  (SOe)  or  More 

Or  makes  a  purchase  of  Goods  in  any  of  our  New  Departments 
amounting  to  Twenty-Five  Cents  (25c)  or  more. 

Oouponm  Bmomhrgtl  vHlh  Mmtl  Ordt..  -  ,     ^..^  _. 
wrir  bm  Hmeogolna  I    nUVELDI 


LLfiRAYCO. 


WORTH 
20c 

COUPON 

WORTH 

20c 

During  This 

Give  Aw 

To  every  cusi 
sent*  and  dep 

TlH 

(PuAct  of  Oo 

^^CUr  IT  OUT'^ 

Week,  Ending  Saturday,  February  6,  3 

ay  1-2  lb.  of  Best  Mooha  and  Jav 

omer  at  any  of  our  stores.  Main  or  Brat 
osits  this  coupon,  and  makes  a  purchase  of 

1  Best  No.  1  Dollar  Tea  ftor  4i 

long.  Green,  Mixed,  English  Breakfast,  ] 
Assam.  Young  Hyson,  Gunpowder) 

L904.  we  wiU 

^a  Coffee 

ich,  who  pre- 
E  one  pound  of 

Do. 

E-LtRAYCO. 

1  iwnujn 

nothing  the  grocer  sells  that  can  be  made  to  bring  in  so  many 
desirable  customers  as  good  tea  and  coffee.  It  is  to  his  interest 
to  make  a  special  effort  to  get  the  best  goods  he  can  find  in  these 
lines  and  push  them  for  all  they  are  worth. 


^ 


I 


1^ 


166 


SALES  PLANS 


It  depends  largely  upon  the  grocer  whether  his  customers 
buy  20C  or  40c  coffee.  The  natural  tendency  with  most  people 
is  to  buy  a  medium  grade,  but  by  pushing  and  advertising  they 
can  be  got  into  the  habit  of  buying  better  goods  which  give  the 
grocer  a  wider  margin  of  profit  and  are  more  satisfactory  to 
handle. 

The  E.  E.  Gray  Grocery  Co.,  of  Boston,  has  been  using 
tea  and  coffee  as  leaders  to  advertise  its  fifteen  stores.  They  are 
working  upon  the  principle  that  if  they  sell  people  their  tea  and 
coffee,  they  will  have  a  very  fair  chance  of  supplying  them  with 
the  rest  of  their  groceries.  They  therefore  are  making  a  strong 
effort  to  push  their  better  grades  of  teas  and  coffees  which  are 
sold  at  a  very  reasonable  price. 

One  of  their  principal  schemes  is  to  print  coupons  like  the 
accompanying  ones  in  their  newspaper  advertisements.  A  va- 
riety of  weekly  offers  were  made  through  the  medium  of  these 
coupons  and  they  had  the  effect  of  greatly  expanding  the  busi- 
ness done  by  the  E.  E.  Gray  Co. 

152.  Decorating  a  Store  Without  Cost — When  a  merchant 
decorates  his  store  elaborately  for  an  opening,  he  usually  expects 
to  pay  a  good  round  sum  for  the  decorations.  The  C.  W.  Mc- 
Clain  Co.,  of  Marion,  O.,  has  found  a  simple  way  of  getting  the 
store  decorated  without  any  expense  whatever.  This  is  the  way 
it  was  done: 

For  several  years  some  church  or  society  in  Marion  has 
given  a  chrysanthemum  show  for  the  benefit  of  the  flower  loving 
public.  This  event  was  anticipated  one  year  by  the  enterprising 
McClain  store,  which  made  arrangements  with  a  local  florist  to 
give  the  chrysanthemum  show  in  connection  with  the  fall  open- 
ing. The  florist  was  anxious  to  display  his  flowers  and  readily 
consented  to  bring  them  to  the  store  without  charge.  He  ar- 
ranged them  on  every  floor  of  the  big  store,  as  well  as  in  the 
windows.  Every  feature  of  a  chrysanthemum  show  was  pre- 
served in  that  the  plants  and  flowers  were  for  sale. 

An  orchestra  was  employed  to  furnish  music  and  every- 
thing possible  was  done  to  show  visitors  a  pleasant  time.  In 
the  evenings  no  goods  were  sold,  but  the  entire  McClain  sales 


,. 


MONEY   MAKING  IDEAS 


167 


force  was  present  to  escort  visitors  through  the  various  depart- 
ments of  the  store  to  view  the  fall  stock.  The  exhibit,  which 
lasted  two  days,  Thursday  and  Friday,  was  a  thorough  success, 
both  as  a  flower  show  and  a  fall  opening.  A  much  greater 
crov/d  attended  than  could  have  been  got  together  had  the  affair 
been  merely  an  opening.  This  is  what  the  McClain  Co.  has  to 
say  of  it: 

"The  Chrysanthemum  Show  certainly  was  a  winner.  We 
gave  our  regular  fall  opening  in  connection  with  the  Chrysan- 
themum Show,  and  it  was  the  best  thing  we  have  evei  done  in 
that  line.  Our  local  florist  was  glad  to  bear  half  the  expense 
of  the  music,  and  do  a  great  deal  of  his  own  advertising.  As  an 
advertisement  it  was  a  great  success,  and  we  shall  certainly  re- 
peat it  next  season.  We  shall  also  plan  for  an  Easter  opening 
of  the  same  kind.  We  certainly  can  commend  it  to  any  one  look- 
ing for  something  new  to  add  to  the  attractiveness  of  their 
opening.'* 

153.  Training  People  to  Read  Ads — If  every  one  who  reads 
a  newspaper  read  all  of  the  advertisements  carefully,  the  bene- 
fits of  advertising  would  be  multiplied  many  times.  Unfortu- 
nately for  the  advertiser,  this  is  not  the  case.  Many  readers 
give  but  scant  attention  to  the  advertising  columns  and  others 
ignore  them  altogether.  A  great  many  ways  have  been  devised 
by  ingenious  merchants  to  attract  attention  to  their  advertise- 
ments. 

To  accomplish  this  end,  one  merchant  conceived  the  idea 
of  marking  his  ads  with  a  blue  pencil.  By  arrangement  with  the 
publishers  of  the  paper,  he  had  a  boy  to  encircle  his  ad  with  a 
blue  pencil  mark  in  each  copy  of  the  paper  as  it  came  from  the 
press.  The  plan  worked  very  well  for  the  first  few  times  as 
every  one  thought  the  advertisement  was  marked  especially  for 
him.  Of  course  this  scheme  could  not  be  used  with  a  paper  which 
has  a  large  circulation  nor  could  it  be  used  a  great  number  of 
times. 

In  the  same  way  another  advertiser  had  bright  red  pasters 
stuck  in  a  blank  space  in  the  middle  of  his  ad.  The  brilliant  spot 
of  color  caught  the  reader's  eye  immediately,  but  this  scheme 


i    i 


m 


mm- 


168 


SALES  PLANS 


also  would  be  found  impracticable  except  with  a  paper  of  small 
circulation. 

The  weather  indications  printed  regularly  in  an  advertise- 
ment will  influence  many  readers  to  turn  to  that  particular  ad 
and  some  merchants  print  the  daily  base  ball  scores,  which  an- 
swers the  same  purpose. 

For  a  number  of  years  an  Eastern  merchant  drew  attention 
to  his  advertisements  in  an  unusual  way.  Each  day  there  ap- 
peared at  the  top  of  his  ad  a  humorous  observation  on  some  cur- 
rent event  of  national  or  local  importance.  These  "squibs"  were 
always  bright  and  witty  and  after  a  while  they  came  to  be  looked 
for  regularly  by  almost  every  one  who  read  the  papers  in  which 
they  appeared.  They  were  written  by  a  newspaper  man  who 
was  probably  paid  a  good  price  for  them.  It  would  be  difficult 
to  say  whether  the  advertiser  derived  any  real  benefit  from  this 
scheme,  but  it  is  probable  that  he  did.  At  any  rate  he  got  quite 
a  bit  of  general  advertising. 

A  grocer  set  apart  a  small  space  in  one  corner  of  his  adver- 
tisement in  which  he  published  daily  a  cooking  receipt.  The  re- 
ceipts were  carefully  selected  and  wer^.always  seasonable.  This 
would  no  doubt  appeal  to  the  housewife.  Another  advertiser 
published  a  conundrum  daily  with  the  answer  in  the  following 
day.  The  conundrums  were  for  the  most  part  originated  by 
himself  or  were  old  ones  twisted  about  to  suit  his  purpose.  All 
of  them  were  made  in  some  way  to  apply  to  the  store,  and 
as  most  people  are  more  or  less  interested  in  riddles,  these 
furnished  considerable  amusement  and  talk.  They  probably 
served  very  well  the  purpose  for  which  they  were  intended. 

Another  plan  that  has  been  used  frequently  is  to  offer  a 
reward  to  the  first  person  who  discovers  and  reports  a  misspelled 
word  or  typographical  error  appearing  in  an  advertisement.  To 
add  to  the  interest  of  this  scheme,  words  are  sometimes  mis- 
spelled purposely.  A  scheme  that  is  popular  just  now  is  to  offer 
prizes  for  the  best  rhymes  or  jingles  written  about  the  store. 

In  fact  there  is  no  end  to  the  variety  of  schemes  employed 
to  induce  the  attention  of  the  reading  public.  On  the  other  hand, 
many  advertisers  will  have  nothing  to  do  with  devices  of  this 
sort.     They  consider  such  methods  as  undignified  and  outside 


MONEY   MAKING  IDEAS 


169 


i 


the  pale  of  legitimate  advertising.  We  are  disinclined  to  agree 
with  them  in  that  respect.  Of  course  dignity  in  advertising  is 
all  well  enough,  but  it  can  be  easily  overdone.  Many  advertise- 
ments which  the  writer  fondly  believes  to  be  dignified  are,  as  a 
matter  of  fact,  most  commonplace  and  prosy.  Advertising  is  a 
matter  of  business,  not  of  sentiment,  and  the  best  advertising 
is  that  which  yields  the  best  returns  in  dollars  and  cents.  Any 
straightforward,  honest  scheme  which  serves  to  draw  attention 
to  an  advertisement  is  legitimate  and  permissible. 

154.  An  Odd  Gift  Scheme — Talbot  &  Company,  Nashua,  N. 
H.,  used  an  unusual  idea  to  advertise  their  store.  They  dis- 
tributed thousands  of  queerly  folded  little  pieces  of  paper.  They 
were  folded  compactly  into  a  small  square,  with  one  end  stick- 
ing out  in  a  long  strip.  On  this  was  printed  in  goo^  sized  letters, 
"THE  HIDDEN  HAND."  That  was  the  only  lettering  that 
appeared  on  the  outside.  This  unfolded  into  a  sheet  of  paper 
about  9x6  inches,  upon  which  a  large  hand  was  printed  in  bright 
red.  Each  hand  is  numbered  serially  and  the  following  explana- 
tion is  made: 

"THE  HIDDEN  HAND  may  hold  something  for  you  and 
summons  you  to  our  store  to  participate  in  a  mammoth  system 
of  Gift-giving. 

"To  give  away  free,  hundreds  of  dollars'  worth  of  splendid, 
reliable  merchandise,  will  sound  strange  to  you,  but  the  idea  is  a 
business  idea,  with  the  object  in  view  of  inducing  you  to  visit 
Talbot  &  Company's  store,  which  means  advertising  our  business. 

"You  need  not  buy — ^no  charge — no  obligation  at  all — sim- 
ply a  bona  fide  making  of  gifts.  The  inauguration  of  the  gift- 
making  will  be  9  o'clock  Monday  morning,  June  12. 

"Keep  the  hand.  See  if  the  number  corresponds  with  any 
number  in  our  window.  If  it  does,  the  article  is  yours  free,  even 
if  it  be  our  finest  suit  of  clothes.  Hundreds  of  gifts  numbered 
throughout  the  entire  big  store.  If  your  number  is  not  in  the 
window  it  may  be  in  the  store.  Adults  only  can  participate  in 
the  great  gift  system,  with  numbered  Hidden  Hands." 

A  show  window  was  filled  with  a  variety  of  articles  all  num- 
bered, and  the  goods  in  the  store  were  also  numbered.     This 


« 


\ 


I       M 


i 

> 

I 


170 


SALES  PLANS 


seems  an  excellent  idea  for  getting  people  into  the  store  and 
causing  them  to  look  the  stock  over  carefully.  After  a  few  good 
presents  had  been  given  out  and  the  news  had  been  circulated, 
it  is  likely  that  this  plan  would  draw  big  crowds  to  the  store. 

155.  A  Bargain  Window— A  number  of  stores  have  been 
using  "bargain  windows"  with  very  good  results.  A  "bargain 
window,"  as  the  name  implies,  is  reserved  especially  for  the 
display  of  bargains.  Unless  the  store  is  a  very  large  one,  with 
a  good  many  windows,  the  bargain  window  is  usually  a  small 
one,  sometimes  at  the  side  of  the  building  and  sometimes  it  is 
only  a  part  of  a  large  window.  Some  stores  have  had  small  win- 
dows built  especially  for  the  showing  of  bargains  and  others  use 
narrow  display  cases  on  the  sidewalk  for  the  same  purpose. 

The  idea  of  bargain  windows  is  to  get  people  in  the  habit 
of  watching  them  for  the  daily  leaders  that  are  displayed.  Of 
course  bargains  are  shown  occasionally  in  the  large  windows 
of  the  store,  but  they  arc  an  exception  rather  than  a  rule,  for 
those  windows  must  be  used  for  the  display  of  new  goods  and 
stock  that  is  sold  at  regular  prices.  Bargain  windows,  on  the 
contrary,  are  never  used  for  any  but  exceptional  values,  and 
people  soon  learn  this. 

Tom  Murray,  of  Chicago,  has  a  bargain  window,  and  there 
are  a  great  many  people  who  go  out  of  their  way  daily  to  see 
what  that  window  has  in  it.  They  are  always  sure  to  find  a 
bargain  of  some  kind.  One  day  it  will  be  $1.50  shirts  selling 
for  85  cents;  the  next  it  may  be  gloves  or  suspenders,  or 
perhaps  all  three  of  them,  marked  at  a  price  far  lower  than  usual. 
Every  day  the  goods  are  changed. 

The  bargain  window's  purpose  is  primarily  to  advertise 
the  store  and  to  bring  in  customers,  but  it  is  also  a  great  help 
in  getting  rid  of  broken  lines  of  goods.  When  there  are  only 
a  few  odd  sizes  of  some  article  left  they  are  sometimes  very  hard 
to  :dispose  of  in  the  regular  way.  The  dealer  does  not  care  to 
advertise  the  articles  because  there  are  too  few  of  them  and 
people  who  might  buy  them  do  not  happen  to  visit  the  store. 
The  bargain  window  will  dispose  of  these  articles  quickly  and 
without  the  least  trouble. 


1 


MONEY   MAKING  IDEAS 


171 


156.  A  Clothier's  Scheme— The  Peru  Clothing  Parlor,  Peru, 
111.,  used  an  original  advertising  scheme  with  a  good  deal  of 
success.  A  lot  of  of  suspenders  that  usually  sell  for  25  cents 
were  ripped  in  two  in  the  back  and  mailed  to  a  selected  list. 
With  each  half  of  the  suspenders  went  the  accompanying  circu- 
lar, which  will  explain  the  plan.  Of  all  the  pieces  sent  out, 
only  a  very  small  percentage  failed  to  be  returned  to  the  store 
promptly,  and  those  that  are  out  will  undoubtedly  be  brought 
in  eventually.     Of  the  many  people  who  were  brought  into  the 


We  herewith  present  yoti  free  of  all  cost,  one-half  of  a  pair  of 
good,  regular  25  cent  suspenders.  If  you  will  bring  this  to  our 
store  we  will  give  you  the  other  half  of  the  pair  and  re-sew  them  for 
5  cents  to  pay  for  printing  and  postage  on  this  package.  Or  if  you 
will  return  this  piece  and  do  not  want  the  pair,  we  will  give  you  10 
cents  for  it. 

We  also  want  to  call  your  attention  to  onr  superb  line  of  fash- 
ionable, up-to-date  clothing,  hats  and  furnishings  which  is  unequal- 
led in  this  vicinity.  It  would  please  us  to  have  an  opportunity  to 
show  you  these  goods  and  quote  you  prices  even  if  you  don*t  buy. 

Joe  Tilds, 

Fourth  Street,  Peru,  III. 

Open  till  Noon  on  Sundays. 


store  by  the  scheme,  almost  all  made  purchases  that  far  more 
than  paid  for  the  suspenders.  Aside  from  the  immediate  profits, 
the  effect  of  the  advertisement  will  no  doubt  prove  lasting  and 
make  many  new  friends  for  the  store.  Mr.  Tilds,  the  proprietor, 
says  that  considering  its  cost,  this  is  the  best  plan  that  he  has 
ever  used.  The  same  general  idea  might  be  used  in  a  great  many 
ways. 


172 


SALES  PLANS 


157.  A  Loose-leaf  Cook  Book— A  Washington  grocer  gets 
out  a  'ioose  leaf"  cook  book  for  free  distribution  among  his 
customers.  It  has  proved  a  popular  novelty.  The  covers,  which 
are  about  5x7  inches,  are  flexible  and  covered  with  white  oil 
cloth  such  as  is  used  on  kitchen  tables.  These  covers  are  sep- 
arate and  each  has  two  eyelets  on  one  side  throueh  which  a 
string  is  passed  for  binding  in  the  leaves. 

In  the  front  are  a  number  of  pages  ruled  for  an  index.  Fol- 
lowing these  are  a  number  of  pages  of  classified  recipes  and 
after  them  are  inserted  blank  leaves  on  which  recipes  may  be 
written  or  pasted.  At  intervals  of  a  week  or  so  the  grocer  issues 
extra  leaves  to  be  bound  into  the  books.  These  usually  contain 
a  series  of  recipes  on  one  subject.  For  instance,  one  leaf  will 
be  on  the  subject  of  cheese,  giving  recipes  for  welsh  rarebit, 
cheese  balls,  cheese  salads,  etc.  Another  leaf  will  deal  with  the 
preparation  of  macaroni  and  so  on  through  the  long  list  of  food 

stuffs  sold  by  grocers. 

The  grocer's  advertisement  does  not  appear  on  the  covers 
of  the  book,  but  at  the  bottom  of  each  page,  about  an  inch  of 
space  is  used  to  call  attention  to  articles  for  sale  at  the  store 
which  may  be  used  in  the  compounding  of  the  recipes  shown 
on  that  page.  On  the  blank  pages  these  notices  are  in  the 
nature  of  general  advertising.  For  the  leaves  of  the  book  is 
used  a  light  brown  smooth  surfaced  paper  similar  to  smooth 
manilla  wrapping  paper.  This  withstands  the  grease  and  dirt 
incident  to  a  kitchen  better  than  the  ordinary  white  paper. 

158.  Getting  a  List  of  Piano  Buyers— The  C.  C.  Mellor  Co. 
Ltd.,  music  dealers  in  Pittsburgh,  devised  a  very  clever  plan 
for  learning  the  names  of  the  possible  purchasers  of  pianos  in  the 
city  of  Pittsburgh  and  vicinity.  Their  scheme  is  as  ingenious 
as  it  is  effective  and,  so  far  as  we  know,  it  is  entirely  new.  By 
giving  away  a  piano  that  retails  at  $400  they  got  a  Hst  contain- 
ing the  name  of  practically  every  person  in  their  locality  who  has 
an  old  piano  but  would  like  a  new  one.  The  following  is  the 
plan  as  explained  in  one  of  their  advertisements: 

"Your  piano  or  organ  has  a  serial  number.  If  it  is  an  organ, 
you  will  find  the  number  on  or  inside  the  back  of  the  case.     If  a  square 


. 


MONEY   MAKING  IDEAS 


173 


or  grand  piano,  the  number  is  on  the  soundboard  or  pin  block.  If 
an   upright  piano,  the   number  is  on  the   frame  near  the  stringing  pins. 

Send  or  bring  us,  plainly  written  on  a  card,  the  name  of  your 
piano  or  organ — its  number,  your  name  and  occupation  and  correct 
address,  and  the  name  of  the  paper  in  which  you  saw  this  adver- 
tisement. 

The  receipt  of  your  card  will  be  acknowledged  in  the  order  in 
which   it    reaches   us. 

In  our  window,  319  Fifth  Avenue,  Pittsburgh,  we  now  have  on 
display   a   beautiful    Krell-French   piano,    in   mahogany   case,   price   $400. 

The  number  of  that  piano  is  known  to  only  one  person.  He  has 
stamped  a  number  in  the  customary  place  on  this  piano,  has  covered 
the  number  so  it  cannot  be  seen,  and  the  covering  has  been  securely 
sealed.  This  seal  will  be  broken  at  noon,  July  15,  1904,  at  which 
time  the  number   of  the  piano  will  be  announced. 

It  will  then  be  determined  who  sent  us  the  card  bearing  the  number 
NEAREST    that    stamped    on    the    new    $400    Krell-French    piano. 

The  person  who  may  have  sent  the  number  nearest  that  stamped 
on  the  piano  can  then  exchange  here  his  old  piano  or  organ  for  this 
new    and    handsome    piano    WITHOUT    ANY    COST    WHATEVER. 

Should  there  be  more  than  one  winning  number  received,  the  second 
one  received  will  entitle  the  sender  to  one  of  our  beautiful  Chauncey 
pianos,  worth  $300. 

This  contest  is  open  to  every  owner  of  an  old  piano  or  organ  and 
it  costs  you  nothing  to  enter.  You  have  an  equal  chance  to  get  a 
magnificent  instrument  in  even  exchange  for  your  old  piano  or  organ, 
regardless   of  how   worthless  your  old  one  may  be. 

We  are  the  oldest  music  house  in  Pittsburgh,  and  our  reputation 
is  sufficient  guarantee  that  this  contest  will  be  conducted  with  absolute 
fairness  to  each  contestant. 

An  illustration  and  description  of  the  free  pianos  will  be  sent  to 
each   contestant   when   we  acknowledge  receipt  of  card. 

But  don't  forget  that  we  shall  make  the  award  July  15  and  that 
all  cards  must  be  received  not  later  than  July  10." 

159.  Getting  Information  as  to  Customers — The  Kimball 
Piano  Co.  devised  a  new  way  for  getting  information  as  to 
possible  customers.  A  representative  goes  into  a  town  where 
there  is  an  agency  and  calls  upon  the  various  schools,  informing 
the  teachers  that  he  intends  to  have  made  photographic  buttons 
of  the  schools,  one  of  which  is  to  be  given  free  to  every  pupil. 
Each  child  was  given  a  printed  card  stating  that  on  presenting 
it  at  the  Kimball  store  the  bearer  would  be  given  a  neat  button 


174 


SALES  PLANS 


bearing  a  photograph  of  his  or  her  school.  Of  course  this  offer 
appealed  to  the  youngsters,  and  on  the  appointed  day  the  store 
was  besieged  by  a  great  crowd  of  children. 

Each  child  presented  his  or  her  ticket  in  turn  and  the  rep- 
resentative was  on  hand  with  a  stenographer.  Every  youngster 
was  questioned  as  to  his  parents'  name,  address,  etc.,  and 
whether  or  not  a  musical  instrument  was  one  of  their  household 
possessions.  As  much  information  as  possible  was  elicited  from 
each  child  and  all  of  this  was  recorded  by  the  stenographer. 

The  result  was  a  practically  complete  piano  directory  of  the 
city ;  information  of  the  greatest  value  to  the  store  was  secured 
at  an  altogether  insignificant  cost.  Aside  from  this  they  ob- 
tained a  good  deal  of  general  publicity  from  the  scheme.  The 
same  plan  could  be  used  by  any  music  dealer  to  get  a  live  list 
of  names. 

160.  Dirty  Money— From  time  without  date,  money  has 
been  the  attributed  "root  of  all  evil."  The  wisdom  of  our  fathers 
is  in  the  saying,  and  perhaps  they  are  right ;  but  the  "evil"  im- 
plied in  this  ancient  aphorism  is  moral,  not  physical.  It  re- 
mained for  latter  day  scientists  to  discover  a  physical  menace  in 

money. 

Distinguished  advocates  of  the  germ  theory  now  are  crymg 
a  warning  against  paper  money  as  a  "harbor"  for  all  sorts  of 
microbes  and  consequently  as  a  prolific  disseminator  of  disease. 
Whether  or  not  these  learned  gentlemen  are  right  is  not  in  our 
limited  experience  to  say,  but  it  is  certain  that  much  of  our 
paper  money  looks  as  though  it  might  be  a  harbor  for  almost 

anything  unclean. 

At  any  rate  there  are  a  great  many  people,  particularly 
women,  who  have  a  very  justifiable  abhorrence  of  dirty  paper 
money.  It  is  not  surprising,  either,  for  few  things  are  more 
offensive  than  a  filthy,  foul-smelling  bill  even  if  it  does  represent 
the  United  States  Treasury  Department. 

A  number  of  years  ago  a  store  in  an  Eastern  city  adopted 
the  plan  of  giving  its  customers  only  new  bills  in  change.  Little 
things  count  in  merchandising  as  well  as  in  everything  else,  and 
this  store  soon  came  to  be  known  as  "the  new  money  store." 


MONEY  MAKING  IDEAS 


175 


Many  people  made  purchases  there  simply  to  get  rid  of  ragged, 
dirty  bills,  knowing  that  the  bills  received  in  change  would  be 
crisp  new  ones  fresh  from  the  treasury. 

Later  other  stores  took  up  the  same  idea,  and  now  there 
are  a  great  many  stores  that  never  give  out  dirty  money  in 
change.  Some  of  them  call  attention  to  this  fact  in  their  adver- 
tising, and  there  is  no  doubt  that  it  would  have  weight  with 
a  good  many  customers. 


161.  Gave  Away  an  Automobile — Hall  &  Lyon  Co.,  of  Prov- 
idence, R.  I.,  gave  a  high  grade  automobile  to  one  of  their  cus- 
tomers. Their  plan  was,  in  some  respects,  original.  It  is  ex- 
plained in  the  following: 

"Every  customer  receives  one  Auto  Purchase  Ticket,  no 
matter  how  small  the  purchase.  On  all  purchases  alnounting  to 
more  than  lo  cents — one  Auto  Purchase  Ticket  for  every  ten 
cents'  worth  of  goods  bought. 

"The  customer  saving  and  bringing  to  us  the  largest  num- 
ber of  Auto  Purchase  Tickets,  receives  a  Cadillac — one  of  the 
most  popular  gasoline  machines  on  the  market. 

"As  an  extra  inducement  to  encourage  you  to  save  Auto 
Purchase  Tickets,  we  will  give  one  dollar  each  to  the  sixty-five 
consecutive  customers  saving  the  next  consecutive  largest  num- 
ber of  Auto  Purchase  Tickets. 

"Save  every  Auto  Purchase  Ticket,  as  they  are  valuable. 
We  give  lo  cents  for  every  i,ooo  Auto  Purchase  Tickets  brought 
to  us. 

"SPECIAL  NOTICE— All  Auto  Tickets  must  be  brought 
to  our  Westminster  Street  Store,  tied  up  lOO  in  bundle,  with 
your  name  and  address,  between  September  28th  and  October  2d. 

"We  allow  five  days  in  which  to  bring  or  send  your  tickets 
to  us.  Absolutely  no  Auto  Purchase  Tickets  will  be  taken  in 
before  September  28th,  or  after  October  2d. 

"NOTE — While  we  give  you  10  cents  a  thousand  for  your 
Auto  Purchase  Tickets — every  ticket  is  placed  to  your  credit. 

162.  Circularizing  an  Office  Building — The  following  looks 
at  first  glance  like  expensive  advertising.     Perhaps  it  is — ^per- 


1 


l^g  SALES  PLANS 

haps  it  isn't.     The  Men's  Wear  Co.,  Frank  J.  Cole,  manager, 
opened  a  store  in  the  big  Metropolitan  Life  building  in  New 
York.     Mr.  Cole  sent  a  leaflet  to  the  hundreds  of  officials  and 
clerks  of  the  Metropolitan,  in  whose  building  he  is  located.   Ihe 
outside  page  bore  these  words :     "Will  you  sell  us  five  cents 
worth  of  your  time?"    And  a  nickel,  a  hard  bright  nickel,  worth 
more  than  dollars  toiled  for,  in  a  way,  nestled  in  each  letter.    Will 
the  Metropolitan  man  sell  five  cents'  worth  of  his  time?    Why, 
you  couldn't  pull  him  away  from  reading  the  remainder  of  the 
leaflet  but  by  a  cry  of  fire.    Mr.  Cole  went  on  to  talk  in  a  gen- 
tlemanly  way  to  gentlemen  about  shirts,  collars  and  cuffs-the 
sort  that  discriminating  people  like  to  wear,  and  yet  at  fair  and 
decent  prices.    At  the  close  it  is  explained :    "This  is  a  take  your 
time  store.    That's  our  way.    When  you  come  to  our  store  for 
haberdashery  you  needn't  hurry.     We  have  time  to   wait  on 
customers  properly.    A  hurried  customer  is  rarely  a  suited  cus- 
tomer."   A  card  of  invitation  for  "opening  day"  was  inclosed. 

163.    Hardware  Displays  for  Women-Many  women  hesi- 
tate about  going  into  a  hardware  store.    When  they  want  kitch- 
enware  or  household  goods  they  usually  go  to  a  department 
store  for  it     They  have  the  impression  that  hardware  stores  are 
"men's  stores"  and  they  feel  out  of  their  element  when  they  are 
inside  of  one.    The  hardwareman  who  does  not  attempt  to  cor- 
rect this  impression  and  make  an  effort  to  get  women  in  the  . 
habit  of  trading  at  his  store  is  making  a  mistake.    At  regular 
intervals  he  should  devote  a  window  to  articles  o    interest  to 
women.    Women  can  always  be  interested  in  a  display  of  kitch- 
enware.    Every  woman  who  "keeps  house"  is  interested  in  this 
kind  of  goods  and  a  good  window  display  of  pots,  pans    meat 
cutters  and  the  many  other  articles  of  this  class,  will  always 

be  productive  of  sales.  ,     •     ^     .^z^ 

One  of  the  best  ways  to  show  kitchen  goods  is  to  trim 
the  window  to  represent  a  model  kitchen.  A  very  good  back- 
ground  for  this  kind  of  a  window  can  be  made  of  boards  cov- 
ered with  wall  paper  of  a  modest  pattern.  By  using  a  range, 
a  kitchen  table  and  one  or  two  cabinets  the  window  can  be  ma^e 
to  look  sufficiently  like  a  kitchen  and  a  great  variety  of  goods 


MONEY  MAKING  IDEAS 


177 


can  be  shown  legitimately  as  belonging  to  this  sort  of  a  display. 
Another  window  that  will  invariably  attract  women  is  a  wash 
day  display.  In  this  window  may  be  shown  tubs,  buckets,  wring- 
ers, sad-irons,  etc.  The  display  can  be  made  more  attractive 
by  using  a  wax  figure  posed  in  the  act  of  ironing,  leaning  over  a 
tub,  or  in  any  other  characteristic  position. 

164.  A  Modem  Guarantee — Stewart  &  Co.,  of  Baltimore, 
publish  the  following  sweeping  guarantee  in  their  newspaper 
advertisements.  It  is  unnecessary  to  say  that  the  store  lives  up 
to  the  letter  of  this  promise.  This  is  an  excellent  example  of 
the  broad  gauge  policy  upon  which  the  best  stores  are  conducted. 

WE  GUARANTEE  the  price  of  every  article  we  sell  to  be  as 
low  as,  if  not  lower  than,  the  same  quality  of  goods  can  be  bought 
anywhere  else  in  the  United  States.  ^ 

WE  ALSO  GUARANTEE  the  style,  value  and  wear  of  every 
article  to  be  exactly  as  represented,  either  in  our  store  or  in  our  ad- 
vertisements. 

WE  STILL  FURTHER  GUARANTEE  every  purchase  to  be  a 
satisfactory  transaction  to  the  purchaser.  We  do  not  consider  the 
sale  completed  until  our  patron  is  fully  pleased. 

IF  WITHIN  SIXTY  DAYS  AFTER  BUYING  you  beheve  that 
any  part  of  either  the  letter  or  the  spirit  of  the  above  guarantee  has 
been  violated,  the  matter  will  immediately  be  adjusted  upon  presenta- 
tion of  merchandise  and  sales  check  at  the  Complaint  Desk,  or  if 
for  any  just  reason  whatsoever  you  conclude  you  would  rather  have 
the.  cash  than  the  goods,  return  the  merchandise  in  as  good  condition 
as  when  purchased  and  your  money  will  be  promptly  and  cheerfully 
refunded. 

Bedding,  Hair  Goods,  or  Hair  Ornaments,  Brushes,  Combs  or  other 
sanitary  articles,  for  health  reasons,  cannot  be  exchanged  or  credited. 
It  is  our  principle  to  keep  faith  with  those  from  whom  we  buy  as  well 
as  those  to  whom  we  sell,  therefore,  we  must  maintain  the  price  on 
a  trademarked  and  widely  advertised  goods,  when  such  is  established 
by  the  manufacturers   and  beyond  our  control. 

165.  Free  Street  Car  Tickets — The  accompanying  reproduc- 
tion of  the  Cleveland  Dry  Goods  Co.*s  half  page  advertisement 
shows  how  that  firm  meets  trading  stamp  competition.  One 
street  car  ticket  is  given  with  every  dollar's  worth  bought  at  the 
store.  In  case  the  customer  lives  out  of  town  and  has  no  use 
for  street  car  tickets,  she  is  given  a  rebate  of  five  cents  in  cash. 


H 


11 


I 


•  t 


178 


SALES   PLANS 


If  the  store  pays  full  price  for  the  car  tickets  (and  that  is  not 
likely)  the  cost  of  this  scheme  would  be  five  per  cent.     It  should 


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prove  a  strong  inducement  to  buyers,  however,  and  should  bring 
in  enough  extra  trade  to  pay  the  cost  of  the  tickets. 

166.  Inexpensive  Advertising— H.  A.  Young  &  Co.,  of  Lake 
City,  Minn.,  have  been  in  the  mercantile  business  for  over  forty 
years,  having  in  this  time  enlarged  their  business  from  a  small 
room  and  two  clerks  to  a  building  of  twenty-two  thousand  feet 
of  floor  space,  and  a  force  of  twenty-five  clerks,  all  this  in  a  town 
of  3,000.  They  do  not  attribute  their  success  alone  to  high- 
grade  merchandise  and  good  business  principles.  Those  features, 
of  course,  have  been  strong  factors  in  building  up  their  busi- 
ness, but  their  extensive  and  diversified  advertising  has  also  had 
much  tc  do  with  their  success. 

In  advertising,  they  reach  the  people  through  the  medium 
of  country  papers,  booklets,  circulars,  and,  lastly,  but  not  least, 
by  means  of  painted  signs.  These  signs  are  the  most  economical 
way  of  advertising  yet  found  for  a  country  merchant.  These 
signs  are  made  from  wooden  boxes  and  painted  during  the  dull 
seasons,  each  sign  costing  not  more  than  10  cents,  not  counting 
the  time.  When  a  number  of  these  signs  have  been  finished,  a 
team  is  employed  to  distribute  them  through  the  country,  cov- 


I 


MONEY   MAKING  IDEAS 


179 


ering  a  radius  of  about  thirty  miles,  from  Lake  City.  These 
signs  are  put  up  about  twice  a  year  and  are  a  very  showy  method 
of  advertising. 

The  firm  considers  their  "name  cut"  a  strong  feature  of 
their  advertising,  being  distinctively  different  from  anything 
ordinarily  used  in  their  community.  It  catches  the  eye  and  is 
impressed  upon  one's  memory. 

167.  Testing  Newspaper  Advertising — Jacobi  Bros.  &  Mack, 
of  Galesburg,  111.,  hold  what  they  term  their  "Annual  Weekly 
Paper  Test  Sale."  The  following  quotation  from  one  of  their 
advertisements  explains  the  idea : 

"For  the  benefit  of  our  patrons  and  to  test  thoroughly  which 
of  the  weeklies  will  bring  the  best  returns  during*  the  year,  we 
follow  our  usual  spring  custom  and  offer  for  one  week  a  special 
discount  of  ten  per  cent  to  the  readers  of  this  paper,  provided 
you  bring  this  coupon  with  you.  Be  sure  to  bring  the  coupon, 
as  you  will  not  get  the  discount  without  it. 

"To  make  this  sale  a  memorable  one,  we  have  marked  extra 
low  prices  on  our  great  stock,  acknowledged  to  be  the  best  and 
biggest  in  Knox  County.  From  these  low  prices,  the  presenta- 
tion of  the  above  coupon  gives  you  an  additional  ten  per  cent. 

168.  Bulletin  Ads — A  merchant  in  a  small  eastern  city  has 
a  bulletin  scheme  that  is  worthy  of  mention.  By  an  arrange- 
ment with  the  local  telephone  company,  he  obtained  permission 
to  fasten  small  bulletin  frames  to  their  poles.  He  then  had 
cheap,  wooden  frames  made  about  8x10  inches  in  size  with  a 
hinged  glass  door  which  permits  a  bulletin  to  be  placed  inside. 
The  frames  were  placed  upon  telephone  poles  all  over  the  city. 
They  were  fastened  to  the  poles  by  screws  and  were  put  about 
five  feet  from  the  ground  facing  the  sidewalk.  The  bulletins 
used  are  mimeographed  from  a  type-written  copy — at  the  top  is 
the  date  and  the  weather  forecast  for  that  day.  Below  this  is 
a  list  of  goods  with  prices. 

The  goods  listed  on  the  bulletins  are  always  seasonable  and 
the  prices  are  always  as  low  as  possible  as  these  goods  are  in- 
tended primarily  to  bring  people  to  the  store.  About  forty  cases 


* 


180 


SALES  PLANS 


are  placed  at  various  points  about  the  city  and  each  one  is  sup- 
plied with  the  daily  bulletin  before  8  o'clock  every  morning. 
This  scheme  appears  to  be  a  good  one  which  would  be  practi- 
cable in  almost  any  town.  If  permission  could  not  be  obtained 
to  put  the  frames  on  telephone  poles,  there  would  be  plenty  of 
other  equally  good  places  to  put  them.  A  cheaper  plan  would 
be  to  use  small  bulletin  boards  and  paste  the  sheets  on  instead 
if  using  glass  cases. 

169.  A  Wanamaker  Idea— Wanamaker's  Philadelphia  store 
ran  a  series  of  ''letters"  to  advertise  their  clothing  department. 
The  letters  were  somewhat  on  the  order  of  the  "Old  Gorgon 
Graham"  letters  that  were  at  that  time  attracting  so  much  at- 
tention. The  accompanying  reproduction  of  a  typical  letter 
will  give  a  good  idea  as  to  the  typographical  appearance. 

170.  A  "Problem'*  Ad — Here  is  an  unusual  advertisement. 
It  occupied  the  upper  half  of  a  page  in  the  St.  Paul  Globe  re- 
cently.    The  idea  of  submitting  this  sort  of  a  problem  in  an 


n(  R.  lAUL  OLOBtt'llOXDAT.  MAlICa  W  U* 


t 


What  would  TO0  do  if  your  best  friend  had  s 
job.  much  better  than  yours,  and  your  friend's  place 
was  offered  to  you? 

The  best  answer  to  this  question  received  by 
Friday  Morning  will  entitle  the  sender  to  a  Gordon 
Hat  The  sender  of  the  next  best  answer  will  re- 
ceive a  pair  of  Gordon  Gloves. 

If  two  or  more  answers  are  equally  good,  the 
one  received  first  will  get  the  decision. 

Mail  your  answers  to  GK>rdon,  St  Paul,  Wan. 


GoHon 

ClOVM 

tOOB 


advertisement  is  an  odd  one.  Whether  or  not  this  kind  of  ad- 
vertising pays  what  it  costs  may  be  open  to  debate,  but  it  is 
assuredly  an  ad  that  would  attract  attention  and  cause  a  good 
many  arguments. 


., 


MONEY   MAKING  IDEAS 


181 


WANAMAKER  STORE  NEWS 


'  PHILADetPHIA.   APRIL  14.  I*M 


fMtt  ^^M^W^P^Vv^WV  ^^^  s 


Another  Letter  on  Clothing  from 

a  Self-Made  Merchant 

to  His  Son 


Walking  Coat-Suit 
Fabrics  ar*  tooey  cbtv 
ioM  and  worateds.    $25. 
I    Black  cutaway  suita.  %ZO 
knd  »2S 

Jiain-  Coats 
'  Ttialatastcut.  Mora  popu- 
lar  Utan    ever,    and   ccr* 
lainir  indUpenaable.  SIS. 
tl8.  S20.  525,  S30. 


.  fktuhU- Breasted 
Sack  Coat-Suit^ 

StyliaMl'  cut:  deep  cen- 
ter vent,  broad  ahouktera. 
Trousar*  ive  hall  p«t. 
Lapele  long  and  narrow. 
Fabrics  —  worstede  and 
ehevlota:  also  tl«e  new 
weavee  in  mixed  ('eye. 
•  15  to  MO 


Philadelphia,  April  13- 

Dear  Peerleea: 

You're  about  aa  spirited  as 
that  filly  I  bad  last  year. 
Every  time  I  craoked  a  whip 
over  her  head  she  tried  to  jump/ 
out  of  her  harness. 

Simply  because  1  say  you  pay 
too  much  for  clothes,  don't  be 
a  fool  and  try  to  break  your 
way  into  the  tramp-gang  by 
wearing  poor  clothes. 

It  Isn't  what  you  wear  that 
bothered  me;  It  was  what  you 
paid  for  your  clothes  and  what 
you  got  for  your  money. 

Much  clothing  nowadays  re- 
minds me  of  horse  trading. 

What  you  think  you  buy  and 
what  you  actually  get  are  tw9 
different  things. 

After  a  month's  "ear  the 
suit  usually  looks  like  a 
broken  down,  wizened  and  dilap- 
idated olij  race  horse  that  was 
doctored  up  to  sell  high  at 
auction. 

I  suppose  the  manufacturers 
think  they're  smart  in  putting 
cheap  stuff  In  their  clothing, 
•but  they  remind  me  of  that 
smart  Aleck  out  West  who  mixed 
m  sawdust  with  the  wheat  he 
fed  his  chickens,  saying,  "they 
will  never  know  the  difference" 
—only  ta  find  later  when  he 
hatched  out  some  eggs  htf  had 
woodpeckers  for  a  crop^ 

If  I've  got  to  foot  the  bill 
for  your  clothes  I'm  going  to 
buy  them  for  you— and  I'm  going 
to  know  what  1  get. 

Tomorrow  at  John  Wanamaker 's 
in  Philadelphia,  at  10  A.  U. , 
18  the  time  I  want  to  see  you. 

NO,  that  isn't  a  bit  too 

early  in  tha  irornlng.  Set  your 

alarn  clock" for  6  and  take  the 

7.30  train  cut  of  Jersey  City. 

I  am  hustling  this  along  by 

special  delivery 

Your  affectionate 
DAD. 


Single- Breasted  Sack 
Suits 

Tbrec-bunoB.  wide  lapaL 
broad  cencare  ahouUeta. 
BuUt  tor  young  men.  Coat 
haa  deep  center  venL  Fab. 
rice  are  neat  wotS'ada. 
caasimerea  aad  cbayieM. 
SH  5  to  S35. 


¥ 

f 

The  Short  Box-Ceitrt 
Overcoat 

EapecUtly  adaf*a«  lai 
spring.  Made  in  aeTOfal 
abodes  ol  taa.  Len^lia 
average  SS  Inchee.  s<iuare 
Bbeuldcrs.  broad  lapela. 
center  vente.      ttO.  918. 

Sift  sza  sas. 

Black  or  ozlet4  araf^ 
casta.  40  Inehea  lon^  SI8 
W»30. 


i 


182 


SALES  PLANS 


171.  Shoe  Store  Advertising — The  accompanying  reproduc- 
tion of  A.  S.  Bacon's  advertisement  will  serve  to  explain  a  sim- 
ple little  advertising  scheme  that  can  be  made  as  inexpensive 
as  the  merchant  wishes.     In  connection  with  a  good   window 


i^ 


What's  in  a  Name? 

Said  our  ^reat  rival,  Shakespeare 

WE  HAVE  THE  ANSWER— There's  $10.00 
and  more  in  it  for  you  if  you  suggest  the  winner  in 
our  contest. 

We  wish  the  best  possible  name  for  a 
woman's  shoe  that  sells  at  $2.45  and  equals 
the  best  $3.00  boot  you  ever  saw.  We  there- 
fore offer  three  prizes  for  suggestions  as  fol- 
lows: 

First-"$10  and  a  Pair  of  the  Shoes 
Second-Two  P^irs  of  the  Shoes 
Third— One  Pair  of  the  Shoes 

Any  one  may  compote — no  purchase  necessary. 
Write  your  name  and  address  on  a  card  and  seal  it 
in  an  envelope.  On  the  outside  write  the  name  you 
suggest.  Envelopes  must  reach  us  by  10  o'clock  p. 
m.  February  11th. 

There  are  many  of  the  shoes  in  the  win- 
dow— we're  selling  lots  of  them  right  along. 
If  you  look  at  them  or  wear  them  you  will 
wonder  why  the  price  is  so  small. 
Orders  given  on  Bushnell  for  your  photograph, 
or  anyone  you  wish  with  every  pair  of  shoes  pur-* 
chased  Fridays,  Saturdays  and  Tuesdays  before  11 
a.  m.,  and  costing  $2.00  or  more. 

A.  S.  Bacon 


Retailer  of  Good  Shoss 


74-76  South  First  Street 


display  this  plan  should  arouse  considerable  interest.  Whatever 
name  is  chosen  for  the  shoes  is  pretty  sure  to  be  firmly  fixed 
in  the  minds  of  a  good  many  people  who  would  doubtless  enter 
the  contest. 


MONEY   MAKING  IDEAS 


183 


172.  Getting  People  to  Visit  the  Store— The  Boston  depart- 
ment store  of  Tacoma,  Wash.,  conducted  a  gift  scheme  on  new 
lines.  It  was  advertised  that  $2,500  worth  of  goods  would  be 
given  away  and  this  is  how  it  was  done :  Twenty-five  thousand 
circulars,  each  one  numbered,  were  distributed  throughout  the 

city. 

Every  day  at  a  certain  time  a  number  of  articles  were  placed 
in  the  show  windows.  These  articles  were  of  all  kinds  and 
prices,  ranging  from  a  paper  of  pins  to  a  suit  of  clothes.  Each 
article  was  numbered  and  the  holder  of  the  circular  bearing  the 
corresponding  number  was  entitled  to  the  merchandise.  Thou- 
sands of  people  with  circulars  visited  the  store  daily  to  see 
whether  they  had  been  fortunate  enough  to  capture  one  of  the 
many  prizes.  Each  day  a  Ust  of  the  names  of  the  successful 
ones  was  published  in  the  newspapers.  The  Bosfon  Store  got 
a  great  deal  of  publicity  out  of  the  scheme. 

173.  "Sets  of  Shoes"— Wanamaker's  store  in  Philadelphia 
has  hit  upon  something  new  in  advertising  "Sets  of  Shoes  for 
Change-Off  Wear."  The  idea  seems  a  good  one,  but  it  might 
be  carried  farther  than  is  indicated  in  the  accompanying  adver- 
tisement. It  is  likely  that  a  small  reduction  would  induce  many 
people  to  buy  "Sets  of  Shoes."    The  Wanamaker  ad  follows: 

"Two  pair  of  shoes  zvorn  alternately  will  outlast  three  pair 

worn  consecutively. 

"And  aside  from  the  economy  of  such  an  arrangement  the 
feet  will  be  more  comfortable  and  better  dressed. 

"A   Woman  Should  Have 

"A  pair  of  kidskin  shoes   for  general  wear. 

"A  pair  of  shiny  leather  shoes  for  dress. 

"A  pair  of  gun  metal  calf  shoes  for  heavier  wear. 

"This  set,  if  selected  from  our  $3  Wanamaker-Reliable  line,  would 
cost  but  $9— surely  a  low  figure   for  a  year's   supply  of  shoes. 

"A  Man  Should  Have 

"A  pair  of  calfskin  or  kidskin  shoes  for  general  service. 

"A  pair  of  shiny  leather  shoes   for   dress. 

"A  pair  of  storm  shoes  for  the  rough  days.  ^^ 

"This   set,   if   selected    from   our  $3-90   Wanamaker   "Special'    line, 
would  total  up  to  $11.70." 


I'-i 


I    A 


f 


M 


I 


184 


SALES  PLANS 


174.  Getting  Telephone  Business — In  some  cities  where 
nickel-in-the-slot  telephones  are  in  use,  the  pay  'phones  have 
attached  to  them  this  notice :  CALL  UP  A.  D.  T.  MESSEN- 
GER FREE  OF  CHARGE.  This  suggests  an  idea  which  might 
be  profitably  adapted  by  a  grocer  in  any  city  where  public  pay 
telephones  are  in  use. 

An  arrangement  could  readily  be  made  with  the  telephone 
company  whereby  any  person  would  be  permitted  to  call  up  the 
grocer,  free  of  charge.  In  every  drug  store  and  at  every  public 
'phone  a  card  could  be  hung  bearing  a  notice  something  like 
the  following:  CALL  UP  BLANK,  THE  GROCER,  FREE 
OF  CHARGE— MAIN  489. 

There  are  not  many  housewives  who  are  averse  to  saving 
a  nickel  and  this  free  'phone  service  would  probably  be  taken 
advantage  of  by  many  who  might  otherwise  trade  elsewhere. 
It  might  be  objected  to  on  the  ground  that  people  would  abuse 
the  privilege  and  call  up  for  trifling  orders  on  which  the  profit 
would  not  pay  the  telephone  toll.  Some  cases  of  this  kind 
might  occur  but  it  is  not  likely  that  they  would  be  frequent 
enough  to  seriously  cut  into  the  profits.  As  to  the  cost,  it  is 
probable  that  the  telephone  company  would  make  a  very  reason- 
able price  for  tolls  on  a  contract  of  this  kind. 

175.  Advertising  a  Rebate  System— Pitts-Kimball  Company 
of  Boston,  adopted  a  variation  of  the  trading  stamp  scheme 
which  they  advertised  by  a  novel  window  display.  The  plan  in- 
volved a  system  of  rebates  which  were  paid  to  the  customer 
in  cash  and  in  order  to  call  the  public's  immediate  attention  to 
the  plan,  they  have  devoted  one  of  their  large  windows  to  per- 
haps the  most  attractive   display   for   calling   attention   to  this 

scheme. 

In  the  center  of  the  window  was  built  of  thin  wooden  strips, 
painted  black,  a  large  frame  in  the  shape  of  an  inverted  cone. 
This  was  about  six  feet  in  diameter  across  the  top,  and  about 
one  foot  in  diameter  across  the  lower  end.  The  frame  work  was 
covere/i  with  transparent  netting,  so  that  the  inside  was  visible. 
Under  the  lower  end  or  point  was  a  small  motor  fan  which  kept 
in  motion  inside  the  cone  one  thousand  new  dollar  bills.    When 


MONEY  MAKING  IDEAS 


185 


\ 


the  money  reached  the  top,  about  ten  feet  above,  it  slowly  flut- 
tered down,  only  to  be  driven  up  again.  To  those  on  the  outside 
it  seemed  as  if  there  was  a  constant  stream  of  money  shootmg 
up.  It  looked  as  if  there  must  be  a  million  at  least.  The  side- 
walk was  crowded  at  all  hours.  It  seems  as  if  this  idea  could 
be  used  by  other  merchants  for  advertising  their  own  rebate 
plans.  There  is  nothing  so  attractive  to  the  average  American 
as  the  little  green  dollar,  and  when  shown  in  what  seems  to  be 
an  endless  stream  the  effect  is  startling,  to  say  the  least,  and 
will  attract  attention  where  newspaper  advertising  won't  make 
even  a  dent. 

176.  Getting  a  Crowd— The  Deport  Dry  Goods  Co.,  of  De- 
port, Tex.,  published  the  following  in  connection  with  an  an- 
nouncement of  their  fall  millinery  opening: 

"To  the  farmer  who  will  bring  the  greatest  number  of  wo- 
men, over  fifteen  years  old,  in  one  wagon,  and  unload  them  at 
our  store  on  either  day  of  our  opening,  we  will  give  absolutely 
free  $10  in  cash.     We  will  also  give  a  free  souvenir  to  each 

lady-''  .It..-.      1 

On  the  following  week  they  held  a  special  boy  s  suit  sale 

which  they  helped  along  with  the  following  inducement: 

"To  the  farmer  who  will  bring  the  greatest  number  of  boys 
between  the  ages  of  four  and  nineteen,  in  one  wagon,  and  un- 
load them  at  our  store  October  10,  or  12,  we  will  give  $10  in 

cash 

"The  boys  have  all  worked  hard  this  year  and  you  ought 
to  buy  them  a  new  fall  suit.  You  can  get  just  the  suit  you  want 
here  and  save  $1  to  $2  on  each  suit.  Gather  up  all  the  boys 
in  your  neighborhood  and  bring  them  to  our  store  and  you  may 
get  the  $10  cash  prize." 

177.  Getting  the  Workingman's  Business— In  getting  up 
your  window  displays,  do  not  forget  the  workingmen.  By 
workingmen  I  mean  carpenters,  artisans  and  the  great  army  of 
mechanics  of  all  kinds  who  wear  special  working  clothes.  This 
class  of  men  is  composed  of  money  makers  and  their  trade  is 
well  worth  looking  after. 


186 


SALES  PLANS 


A  window  should  occasionally  be  devoted  to  the  display  of 
overalls,  jumpers,  working  shirts,  etc.  It  is  not  difficult  to  make 
an  attractive  showing  of  this  kind  of  goods.  Dress  up  a  dummy 
as  a  workingman  or  a  laborer.  Have  him  engaged  in  the  kind 
of  work  that  his  dress  indicates  and  he  will  immediately  attract 
the  attention  of  the  workingman.  At  the  same  time  devote  a 
liberal  amount  of  your  newspaper  space  to  advertising  the  same 
kind  of  goods.  If  you  can  catch  the  workman's  trade  on  his 
working  clothes,  it  is  probable  that  you  can  sell  him  his  Sunday 
clothes  also,  and  you  will  find  that  his  trade  is  well  worth  the 
trouble  it  takes  to  get  it. 

178.  Keeping  Trade  at  Home — The  mail  order  house  is  with 
us  to  stay  and  talking  against  it  will  do  no  good.  The  only 
way  to  beat  its  competition  is  through  persistent  and  intelligent 
advertising.  Most  people  who  buy  from  mail  order  houses,  do 
so  because  they  believe  they  are  saving  money.  It  is  up  to  the 
local  retailer  to  convince  them  that  they  are  not  only  losing 
money  but  hurting  their  home  town  as  well. 

Thompson  &  Co.,  of  Mount  Jewett,  Pa.,  have  found  a  satis- 
factory remedy  for  the  mail  order  trouble  and,  like  most  good 
remedies,  it  is  very  simple.  They  advertise  to  have  on  hand 
the  catalogues  of  all  the  leading  mail  order  houses  and  oflfer  to 
duplicate  any  price  found  in  them  and  to  save  their  customers 
the  freight  charges  in  addition.  They  have  found  this  plan 
very  effective,  and  in  connection  with  aggressive  newspaper  ad- 
vertising have  not  only  held  their  old  customers  but  are  gaining 
many  new  ones. 


179.  To  Encourage  Morning  Shoppers — Most  ladies  do  their 
shopping  in  the  afternoon  and  it  is  difficult  to  get  them  into  the 
habit  of  going  down  town  in  the  morning.  As  a  result,  little 
business  is  done  in  the  morning  and  in  the  afternoon  there  is 
a  rush. 

With  a  view  of  equalizing  the  morning  and  afternoon  busi- 
ness some  merchants  offer  special  inducements  to  customers 
who  visit  the  store  early  in  the  morning.  Nathan's  Dry  Goods 
Store  in  Beaumont,  Tex.,  makes  the  following  offer: 


MONEY   MAKING  IDEAS 


187 


"Cut  this  ad  out  and  bring  it  to  the  store  between  8  and 
lo  o'clock  a.  m.  and  we  will  give  you — Ten  yards  of  colored 
lawn  for  ten  cents. 

"You  must  bring  this  ad  with  you  and  make  your  purchase 
between  the  hours  named  to  get  the  goods  at  this  price.  After 
10  o'clock  it  will  be  sold  at  five  cents  per  yard." 


180.  A  Daily  Leader — One  of  the  largest  retail  clothiers  in 
New  York  advertises  one  leader  every  day.  On  one  day  they 
make  a  special  price  on  suspenders,  on  another  day  on  collars, 
another  on  shirts  and  so  on  throughout  the  year.  On  account 
of  this  feature,  people  have  got  in  the  habit  of  looking  for  the 
firm's  ad  regularly  to  see  what  "snap"  is  being  offered  on  that 
day.  They  have  also  got  the  habit  of  stopping  t©  look  in  the 
store's  windows,  for  the  daily  bargain  always  has  a  prominent 
place  in  the  window  displays. 

The  firm  conducts  several  stores  in  different  parts  of  the 
city  and  the  one  advertisement  applies  to  all  of  them.  If  a 
bargain  is  offered  in  hats,  the  same  prices  and  the  same  goods 
will  be  found  at  all  of  the  stores.  This  plan  has  been  used  for 
years  and  it  is  probably  on  account  of  it  that  the  store  is  one 
of  the  best  known  in  New  York. 


\  SI 


181.  Ten  Cent  Hardware  Displays — Small  articles  displayed 
in  a  ten-cent  window  is  an  excellent  means  of  stirring  up  trade 
in  almost  any  line  of  business,  but  it  is  particularly  adaptable 
to  a  hardware  store.  In  every  hardware  store  there  are  hundreds 
of  articles  that  can  be  sold  for  ten  cents.  Many  of  these  are 
articles  of  household  use  which  people  need  but  fail  to  buy 
because  they  forget  them,  and  that  is  one  reason  a  ten-cent 
window  is  productive  of  such  surprisingly  large   sales. 

It  serves  to  remind  people  of  little,  unimportant  things  that 
would  otherwise  have  been  forgotten.  For  this  reason  the  hard- 
ware man  should  display  in  his  ten-cent  window  as  many  articles 
as  possible  at  that  price.  For  the  purpose  of  showing  small 
wares  such  as  knives  and  tools,  large  display  boards  will  be 
found  serviceable.  These  boards  may  be  covered  with  black 
paper,  which  shows  the  wares  to  the  best  advantage. 


188 


SALES  PLANS 


182.  Exchanging  Window  Space — There  are  two  Chicago 
stores  that  trade  show  window  space  regularly.  One  of  the  stores 
sells  shoes  exclusively  and  has  a  good  deal  of  window  space. 
In  one  of  the  windows  are  shown  a  lot  of  fancy  socks  with  this 
card:  "These  sox  look  well  with  our  shoes.  We  do  not  sell 
socks,  but  you  can  get  them  like  these  at  Blank's,  No.  loo  Dash 

Street." 

The  other  store  is  a  haberdashery,  and  in  the  window  is  ex- 
hibited a  pair  of  shoes  with  a  card  recommending  people  to  buy 
shoes  at  that  shoe  store.  There  are  some  good  points  about  this 
scheme,  and  it  is  probable  that  both  of  the  stores  profit  to  some 
extent  by  the  exchange.  It  is  likely  that  each  store  has  friends 
who  would  be  influenced  by  that  store's  recommendation  of  an- 
other store. 

183.  Railroad  Fares  Paid— Schipper  &  Block,  of  Peoria, 
III,  held  a  silver  anniversary  sale,  during  which  they  made  the 

following  offer: 

Under  the  following  rules  we  will  gladly  pay  the  round- 
trip  railway  fare  of  all  Silver  Anniversary  customers  residing 
outside  of   Peoria,   providing: 

1.  That  this  coupon  be  presented  at  the  time  of  purchase. 

2.  That  your  return  ticket  be  shown  as  evidence.  (If  not 
possible  to  purchase  round-trip  ticket  from  point  of  departure, 
receipt  must  be  secured  from  your  ticket  seller,  together  with 
return  ticket  purchased  at  Peoria.) 

3.  Within  a  radius  of  25  miles  (or  less — not  more),  with 
a  $15  cash  purchase,  or  over. 

184.  A  Prize  for  the  Largest  Load  of  People — Clark  & 
Smith's  clothing  store  in  Mount  Carmel,  111.,  held  a  "cleanup" 
sale,  which  they  helped  to  advertise  by  making  this  offer: 

•  A  $10  suit  of  clothes  to  the  man  or  boy  bringing  to  the 
store  the  load  of  people  making  the  biggest  purchases  on  the 
first  day  of  the  big  clean-up  sale. 

Best  $5  suit  in  the  house  to  the  man  or  boy  bringing  to 
"The  Hub"  the  load  making  the  biggest  purchases  the  second 
week  of  the  sale. 


:. 


MONEY   MAKING  IDEAS 


189 


Best  $5  pair  of  shoes  in  the  house  to  the  man  or  boy  bring- 
ing to  "The  Hub"  the  load  making  the  biggest  purchases  the 
third  week  of  the  sale. 

The  loads  must  be  from  out  of  town,  and  must  be  brought 
to  "The  Hub."  Give  a  yell,  and  a  man  will  be  sent  out  to  count 
the  load. 

185.  Merchandise  Certificates— Stores  in  the  larger  cities 
have  for  several  seasons  used  gift  certificates  during  the  Christ- 
mas holidays.  By  selling  certificates,  redeemable  in  merchan- 
dise to  any  amount  the  customer  desires,  they  make  Christmas 
shopping  much  easier  than  by  the  old  style  system  of  selecting 
presents  for  persons  with  whose  desires  and  idiosyncrasies  one 
is  not  familiar.  • 

When  the  Christmas  season  is  over,  it  might  be  profitable 
for  some  enterprising  merchant  to  continue  this  policy  through- 
out the  year.  Birthday  gifts  are  at  all  times  the  topic  of  the 
hour  for  somebody,  and  if  they  can  buy  a  certificate,  good  for 
a  specified  amount  of  merchandise,  and  allow  the  recipient  to 
select  his  or  her  own  present,  it  should  prove  profitable  to  both 
merchant  and  customer,  and  also  do  away  with  vexatious  delays 
and  exchanges. 

186.  Getting  Business  at  a  Dull  Season— W.  A.  Wieboldt  & 
Co.,  of  Chicago,  used  a  very  satisfactory  plan  to  liven  up  busi- 
ness during  the  week  following  Christmas.  They  realized  that 
something  unusual  would  have  to  be  done  to  keep  this  week 
from  being  a  dead  one.  This  is  the  plan  they  used.  They  had 
a  lot  of  coupons  printed,  which  were  redeemable  with  a  desirable 
souvenir  if  presented  during  the  week  between  Christmas  and 
New  Year's.  These  coupons  were  distributed  by  the  thousand 
to  holiday  shoppers,  and  a  great  number  were  presented  for  re- 
demption, keeping  the  store  pretty  well  filled  with  people  during 
a  week  that  is  ordinarily  extremely  dull.  The  premium  con- 
sisted of  a  half  pound  box  of  candy  and  a  game. 

187.  A  Plan  Used  by  a  Tailor— Walsh  &  Bradley,  a  firm 
of  tailors  in  Milwaukee,  provided  a  lot  of  clothing  for  needy 


!     'I 


m 


190 


SALES  PLANS 


persons  and  at  the  same  time  created  quite  a  little  business  for 
themselves  during  a  very  dull  season.  This  is  the  way  it  was 
done.  For  every  worn  suit  brought  in,  they  offered  to  allow 
$5  on  the  regular  price  of  a  new  suit.  All  of  the  old  suits  were 
turned  over  to  an  agent  of  the  Associated  Charities,  who  at- 
tended to  their  distribution  among  the  poor  of  Milwaukee.  A 
number  of  persons  interested  in  charities  became  interested  in 
the  scheme  and  the  tailors  got  quite  a  number  of  extra  orders. 

188.  Drawing  an  Early  Crowd— The  Boston  Store,  of  St. 
Paul,  Minn.,  devised  a  novel  plan  to  draw  a  crowd  to  the  store 
one  evening  during  the  holidays.  It  was  announced  m  the  store's 
newspaper  advertisements  that  a  fifty  per  cent  reduction  would 
be  allowed  on  any  article  in  the  store  to  the  first  one  hundred 
persons  entering  the  store  on  the  specified  evening.  The  fol- 
lowing was  the  announcement: 

A  doorkeeper  will  be  stationed  at  the  door  of  the  Boston, 
Robert  and  Sixth  streets,  and  at  exactly  7 130  will  begin  issuing 
tickets  to  the  customers  as  they  enter  the  store.  There  will  be 
100  tickets  issued  to  the  first  100  patrons  to  enter  after  7:30. 
The  tickets  will  entitle  the  holders  to  a  50  per  cent  reduction  on 
the  price  of  any  article  in  the  store. 

189.  A  Daily  Flyer— A  Buffalo  department  store  makes  a 
regular  feature  of  what  they  call  a  "Daily  Flyer."  This  is  some 
article  from  their  stock  that  is  sold  for  one  day  at  an  unusually 
low  price.  The  newspaper  space  generally  used  is  four  columns 
wide  and  one-half  column  deep,  and  about  three  inches  across 
the  top  of  this  space  is  devoted  to  the  "Flyer."  Tuesday's  flyer 
is  advertised  in  the  Monday  evening  and  Tuesday  morning  pa- 
pers. The  remainder  of  the  space  is  used  in  much  the  same 
way  as  that  of  other  department  stores.  This  scheme  has  been 
in  operation  for  some  time,  and  the  manager  of  the  store  says  it 
has  had  a  very  beneficial  effect  on  trade.  It  brings  a  crowd  of 
people  to  the  store  every  day. 

190.  Idea  for  a  Shoe  Sale— De  Muth's  Shoe  Store  used  a 
good  idea  in  connection  with  a  shoe  sale.     It  was  a  large  chart 


MONEY   MAKING  IDEAS 


191 


placed  in  the  window  to  indicate  the  sizes  of  certain  kinds  of 
shoes  that  are  being  closed  out.  Across  the  top  of  the  chart 
were  the  sizes  and  half  sizes  and  down  the  side  were  marked 
the  widths.  Opposite  in  little  squares  were  tallied  the  number 
of  pairs  in  stock.  At  the  bottom,  under  the  head  "Remarks," 
were  noted  the  former  and  present  price  of  the  shoe,  together 
with  a  brief  description.  This  enables  a  person  in  the  street 
to  see  at  a  glance  whether  or  not  he  will  be  able  to  find  a  shoe 
of  a  certain  size.  It  saves  the  time  of  the  clerk  and  that  of  the 
customer. 

191.  Quotation  Contest — The  Geo.  J.  Birkel  Co.,  music 
dealers  in  Los  Angeles,  Cal.,  offered  a  $250.00  Cecilian  Piano 
Player  absolutely  free  to  the  person  who  should  •  supply  the 
greatest  number  of  missing  words  from  fifty-two  quotations,  one 
of  which  was  inserted  in  advertisements  in  two  papers  each  day. 

About  three  hundred  people  submitted  lists  of  missing 
words,  the  one  winning  having  correctly  supplied  twenty-eight. 
The  contest,  though  costing  a  considerable  sum,  probably  paid 
for  itself,  since  several  direct  sales  followed,  and  doubtless  in- 
direct results  came  from  the  advertising.  The  contest  was  man- 
aged by  Robt.  A.  Read  of  Los  Angeles. 


192.  A  Window  Attraction — Zuckmaier's  Dry  Goods  Store 
at  Niagara  Falls,  N.  Y.,  gave  a  novel  and  interesting  entertain- 
ment for  its  customers  in  the  way  of  a  miniature  cotton  planta- 
tion in  full  bloom  and  operation.  The  entertainment  included  a 
very  faithful  reproduction,  on  a  small  scale,  of  a  southern  cotton 
field,  with  real  "darkies,"  who  sang  plantation  songs  and  danced. 
The  store  is  a  large  one,  but  it  could  not  accommodate  the  crowd 
that  came  to  view  the  exhibition,  and  the  entertainment  had  to 
be  repeated  for  the  benefit  of  those  who  could  not  get  in  the 
first  night.     The  performance  lasted  from  7  p.  m.  until  10. 

193.  A  Rnmmage  Window — Weber's  department  store  in 
Giicago  had  what  they  called  a  "rummage  window"  to  adver- 
tise a  Friday  bargain  sale.  Every  department  in  the  store  was 
represented  by  one  or  more  unusual  bargains.     The  following 


! 


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J92  SALES  PLANS 

were  a  few  of  the  things  shown:  A  $5.98  bedstead  for  $1.24; 
5c  tumblers,  ic;  69c  Welsbach  burner  .9c;  f  "^  .;^°^;' 
$1  24  A  large  sign  called  attention  to  the  window.  A  display 
l\L  sort  sLuId  be  put  in  on  the  evening  of  the  day  before 
the  sale.  If  it  is  put  in  too  soon  it  will  prevent  people  from 
buying  at  regular  prices  as  they  will  wait  for  the  sale. 

194  A  Druggist's  Eeceipt  Book-For  more  than  twenty 
vears  a  Wisconsin  druggist  has  published  ^-^^^^^^^l 
ix,ok  which  is  distributed  free  to  customers.  The  «ceipt^/^« 
of  various  kinds.  Those  pertaining  to  cookmg  are  f/om  local 
sources  and  each  has  the  name  of  the  author  to  give  it  the 
Tdded  value  of  authenticity.  In  addition  to  coc,king  receip 
there  are  various  formulas  for  removing  paint,  cleaning  silver 
and  other  similar  receipts  and  information  calculated  to  be  of 
value  to  the  housewives.  , 

Scattered  among  the  receipts  are  little  -t--  -"'"^  J" 
tention  to  spices,  extracts  and  other  goods  sold  by  the  druggist. 
TTexpense  of  issuing  this  booklet  is  practically  covered  by 
leveral  advertisements  of  proprietary  articles  and  patent  medi- 

cines. 

196     Alnminum  Trading  Cheoks-The    Washington    Shirt 
Co  makes  a  specialty  of  collars  at  twelve  and  a  half  cents  each. 
That  Sabl/ suggested  to  them  the  Uttle  alun^nu-  trading 
checks  they  have  adopted.     These  check  are  good  for  a  half 
cent  in  trade  and  are  about  the  size  of  a  silver  quarter.    They 
a  fsamped:   "The  People's  Mint.    We  coin  money  by  saving 
it  for  Z.     Good  for  one-half  cent  on  one-quarter  size  colla  . 
in  one  of  their  windows  they  had  an  open  keg  half  filled  with 
he  checks     On  the  floor  was  a  pile  of  them  almost  a  foot  high 
At  firsTSance  there  seemed  to  be  many  thousands  of  the  bright 
nttk  checks   but  a  close  inspection  revealed  the  fact  that  they 
wire  cunningly  arranged  over  a  pile  of  sawdust  and  there  were 
not  so  many,  after  all. 

196.    Tree  Dress  Trinmings-Winger    Bros.,    of    Keokuk 
Iowa,  made  the  following  offer  in  one  of  their  newspaper  ads. 


MONEY   MAKING  IDEAS 


193 


With  every  wool  dress  sold  this  week  at  49  cents  a  yard,  or  over, 
we  will  give  you  free  5  yards  of  5  cent  brush  binding,  i  yard  of 
10  cent  canvas,  2  yards  of  15  cent  jacket  or  waist  lining,  total, 
65  cents  free. 

With  every  wool  dress  sold  this  week  at  98  cents  per  yard, 
or  over,  we  will  give  you  free  5  yards  5  cent  brush  binding, 
I  yard  of  10  cent  canvas,  2  yards  of  25  cent  mercerized  sateen, 
total,  85  cents  free. 

We  will  give  you  free  5  yards  of  5  cent  brush  binding  and 
I  yard  of  10  cent  canvas  with  every  wool  skirt  sold. 

197.  A  Novel  Reduction  Sale — G.  H.  Plummer,  of  Newbury- 
port,  Mass.,  held  a  novel  sale  in  his  cloak  and  suit  department. 
The  plan  was  to  mark  each  and  every  suit  25c  lower  in  price 
each  hour  until  they  were  sold.  For  example,  'a  suif  that 
previous  to  the  sale  had  sold  for  $10  was  marked  $9.75  at  8 
o'clock  on  the  morning  of  the  sale.  At  9  o'clock  it  was  marked 
$9.50  and  at  10  o'clock,  $9.25,  and  so  the  price  of  everything 
kept  going  down  at  the  rate  of  25c  an  hour  until  somebody  was 
tempted  to  buy.  The  novelty  of  the  idea  appealed  to  the  pub- 
lic and  the  cloak  and  suit  department  was  kept  very  busy — 
much  more  so  than  if  a  straight  cut  in  prices  had  been  made 
in  the  usual  way. 

198.  A  Ladies*  Reception  in  a  Clothing  Store — At  first 
glance,  a  ^'Ladies'  Reception,"  held  by  a  men's  clothing  store, 
might  seem  something  of  a  paradox.  On  second  thought,  how- 
ever, the  idea  looks  like  a  good  one  and  altogether  practicable. 
Women  certainly  have  much  to  do  with  the  buying  of  men's 
and  boys'  clothes  and  their  friendship  and  influence  would  be 
worth  much  to  any  store.  That  is  the  way  Washer  Brothers  of 
Fort  Worth,  Tex.,  look  at  the  matter.  They  held  a  Ladies' 
Day  recently  which  was  a  distinct  success.  The  store  was"  hand- 
somely decorated  for  the  occasion  and  an  orchestra   furnished 

'music.     Handsome  souvenirs  were  presented  to  visitors. 

199.  A  Window  Performance — The  Peoples  Furniture  Co., 
of  Buffalo,  N.  Y.,  held  an  entertainment  in  their  windows  which 


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194 


SALES  PLANS 


they  called  'Ticaninny  Week."  The  large  front  windows  of 
the  store  were  decorated  with  flowers  and  greenery  to  represent 
a  southern  garden  and  a  lot  of  small  negroes  were  secured  to 

sing  and  dance. 

The  little  darkies  ranged  in  age  from  twelve  years  down, 
but  they  gave  a  very  creditable  performance  each  morning, 
afternoon  and  evening.  Music  was  furnished  by  a  banjo  and 
a  mouth  organ  and  a  great  crowd  of  spectators  was  constantly 
in  front  of  the  windows  while  the  show  was  in  progress. 

200.  An  Odd  Hosiery  Display— The  "New  Store,"  in  Oak 
Park,  111.,  had  an  odd  display  of  hosiery.  The  window  was 
filled  with  stockings  nicely  arranged,  and  in  the  middle  was  a 
peck  measure  filled  with  brand  new  pennies.  Other  pennies 
were  worked  into  large  letters,  spelling  the  words:  "Buying 
Hosiery  Here  Displays  Good  Cents."  On  the  floor  were  scat- 
tered a  lot  of  cents,  and  a  card  told  that  a  new  penny  would  be 
given  with  every  pair  of  stockings  sold.  The  window  attracted 
much  attention  and  was  the  means  of  selling  a  lot  of  hosiery. 

201.  Getting  Out  of  Town  Trade— The  F.  C.  Hall  Co.,  of 
Dundee,  111.,  offers  special  inducements  to  customers  coming 
from  out  of  town  to  trade  at  their  store.  Persons  coming  by 
team  and  trading  $5  with  them,  will  have  their  teams  fed  and 
stabled  free  of  charge. 

Customers  coming  by  rail  from  points  within  a  radius  of 
fifteen  miles  and  showing  round  trip  ticket,  will,  after  trading 
$5,  have  their  full  fare  returned.  A  notice  of  these  inducements 
is  given  a  prominent  place  in  their  ads  in  the  county  papers. 

202.  Goods  Not  Advertised— Houghton  &  Dutton  of  Boston 
print  the  following  phrase  conspicuously  in  several  places  in 
their  advertisements: 

"Look  for  the  Signs  Marked, 

"  THIS  LOT  NOT  ADVERTISED.'  " 

There  is  a  great  deal  of  suggestiveness  in  those  few  words, 

and  it  is  likely  that  the  average  shopper  would  not  pass  one  of 

the  signs  without  a  pretty  close  inspection  of  the  goods  under  it. 


MONEY   MAKING  IDEAS 


195 


203.  Selling  Theatrical  "Make-up"— A  Pennsylvania  drug- 
gist makes  a  specialty  of  supplying  the  wants  of  theatrical  peo- 
ple and  employs  several  methods  of  advertising  likely  to  bring 
in  that  class  of  trade.  Notices  are  posted  in  the  dressing  rooms 
of  the  theaters  of  the  town  announcing  that  this  druggist  makes 
special  prices  to  theatrical  people  on  make-up  and  other  articles. 
The  notice  also  states  that  information  relative  to  lodgings  may 
be  had  at  the  drug  store.  He  also  distributed  various  attractive 
samples  directed  personally  to  the  members  of  the  various  troupes 
playing  in  his  city.  The  samples  were  neatly  done  up  and  con- 
tained a  card  calling  attention  to  the  line  of  goods  likely  to  be 
needed  by  stage  folks. 

204.  A  Local  Mail  Order  Business — Mandel  Brothers,  Chi- 
cago, conduct  a  city  mail  order  department  for  tKe  benefit  of 
their  customers  in  Chicago  who  have  not  the  time  or  inclination 
to  do  their  shopping  in  person.  A  corps  of  skilled  shoppers  are 
employed  whose  duty  it  is  to  represent  the  customer  rather  than 
the  store.  When  a  city  order  is  received  by  mail  or  telephone 
it  is  turned  over  to  one  of  these  shoppers,  who  acts  altogether  in 
the  interest  of  the  customer  and  takes  advantage  of  any  bargain 
offerings  that  may  be  current.  The  customer  is  guaranteed 
that  any  purchases  made  for  her  in  this  way  will  be  entirely  as 
satisfactory  as  if  she  shopped  in  person. 

205.  Insurance  Against  Lost  Keys — There  is  no  apparent 
reason  why  people  should  lose  their  keys  any  more  than  any 
other  personal  chattel,  yet  it  is  a  fact  that  most  men  who  carry 
keys  lose  them  at  more  or  less  frequent  intervals.  The  Wash- 
ington Shirt  Co.  of  Chicago  gives  to  its  customers  keyrings 
with  tags  attached.  Each  tag  bears  a  number  which  is  recorded 
with  the  customer's  name  and  address.  In  case  the  keys  are 
lost,  the  finder  is  requested  to  drop  them  in  the  nearest  mail 
box  and  by  an  arrangement  with  the  postoffice  they  are  returned 

'to  the  Washington  Shirt  Co.,  which  forwards  them  to  the  owner. 

206.  Using  Personal  Letters— A  merchant  in  one  of  the 
large  towns  of  central  Illinois  has  adopted  the  plan  of  writing 


I- 


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196 


SALES  PLANS 


m 


a  personal  letter  to  all  strangers  who  come  to  reside  in  his  com- 
munity. Sometimes  he  varies  the  plan  by  calling  upon  the  new 
comers  in  person  and  soliciting  their  trade.  Of  course  this 
plan  could  not  be  used  in  large  cities,  but  it  should  prove  a  suc- 
cess in  small  ones  where  it  is  possible  to  keep  informed  as  to 
strangers  moving  to  town.  New  arrivals  know  nothing  of  the 
stores  in  the  town  to  which  they  are  moving  and  their  trade 
may  be  easily  influenced. 

207.  Closing  Out  Straw  Hats.— Carr  Bros.,  Spencerville,  O., 
used  a  good  scheme  to  close  out  a  lot  of  straw  hats  that  there 
was  small  chance  of  selling.     They  used  a  display  ad  which 

read  as  follows: 

Straw  hats  free  for  the  asking.  We  are  going  to  abso- 
lutely give  the  remainder  of  our  straw  hats  away.  Hats  that 
sold  all  season  for  50c,  $1.00,  $1.50  and  $2.00.  You  simply 
make  us  a  payment  of  50c  on  a  new  fall  hat  and  take  your 
choice  of  any  of  our  fine  straw  hats  gratis.  Wear  the  straw  hat 
the  balance  of  the  season  or  until  you  are  ready  for  a  new  fall 
hat.  You  will  then  return  to  us  the  straw  hat  which  we  will 
accept  as  a  50c  payment  on  any  fall  hat  in  the  store  above  $1.50. 

208.  Getting  Trade  Through  Schools— J.  H.  Harris  &  Co., 
shoe  dealers  in  Bozeman,  Mont.,  present  the  schools  and 
churches  of  that  city  with  coupons  that  read  as  follows: 

"Being   a    friend   of   the Church,   you 

are  requested  to  present  this  coupon  when  you  buy  your  shoes 
of  J.  H.  Harris  &  Co.  Five  per  cent  of  the  amount  purchased 
will  go  to  the Church." 

Below  is  a  blank  space  in  which  to  set  down  the  amount 

purchased. 

209.  Getting  People  Interested  in  Advertisements— A  Peo- 
ria, 111.,  department  store  held  a  novel  contest.  They  published 
a  newspaper  page  full  of  advertising  cuts  which  had  recently 
appeared  in  their  advertisements.  There  were  about  fifty  cuts 
and  prizes  amounting  to  $200  were  offered  to  the  first  seven 
women  sending  in  correct  answers  telling  on  what  date  each 


MONEY   MAKING  IDEAS 


197 


cut  appeared  and  writing  the  best  article  about  the  store.  A 
great  deal  of  interest  was  aroused  and  the  store's  advertise- 
ments received  a  great  deal  of  attention  while  the  contest  was  on. 


210.  Closing  Out  Corsets— The  Tinsley  Millinery  Co.,  of 
Nashville,  Tenn.,  adopted  a  very  efficacious  way  of  selling  out 
a  lot  of  corsets  they  had  on  hand.  They  wished  to  close  out 
their  corset  department  in  order  to  make  room  for  other  goods. 
The  lot  of  corsets  contained  many  good  ones  selling  ordinarily 
as  high  as  $1.50,  but  all  of  them  were  advertised  at  50c  at  the 
opening  of  the  sale  at  9  o'clock  in  the  morning.  From  that 
time  on  the  price  was  reduced  five  cents  each  hour  until  at  5 
o'clock  those  that  remained  were  given  away. 


I 


211.  A  Housefumisher's  Plan — A  Pittsburgh  merchant  who 
deals  in  house-furnishing  goods  makes  a  special  effort  to  cap- 
ture the  trade  of  newly  married  couples.  He  uses  a  clipping 
service  covering  Pittsburgh  and  all  towns  within  a  radius  of 
fifty  miles,  and  in  this  way  secures  all  of  the  announcements 
of  engagements  and  marriages.  Whenever  an  engagement  or 
wedding  is  announced,  he  sends  to  the  interested  parties  a  letter 
setting  forth  some  of  the  reasons  why  it  will  be  profitable  for 
them  to  trade  at  his  store. 


212.  To  Help  the  Sale  of  Shoes — Giving  a  shoe  a  name 
makes  it  much  easier  to  advertise  and  it  is  becoming  a  custom 
with  shoe  dealers  to  have  a  name  for  at  least  one  of  their  leading 
styles  of  shoes.  Some  dealers  have  names  for  half  a  dozen 
styles.  People  will  remember  a  shoe  much  more  readily  if  it 
has  a  name  than  they  would  from  a  description  alone.  Some 
dealefS  use  the  same  name  for  their  shoes  year  after  year.  In 
this  case  the  name  stands  for  the  latest  rather  than  for  any  par- 
ticular style. 

213.  Special  Advertising  for  a  Hardware  Store — A  Balti- 
more hardwareman  has  a  little  advertising  scheme  that  is  worthy 
of  note,  although  it  is  not  new.  He  has  a  number  of  inexpensive 
little  folders  )vhich  contain  odds  and  ends  of  useful  informa- 


t 


198 


SALES  PLANS 


lion  about  the  goods  he  sells.  One  folder  is  entitled,  "How  to 
take  care  of  a  razor";  another  is  "How  to  sharpen  a  lawn- 
mower."  Others  contain  information  of  value  to  carpenters 
and  mechanics.  All  of  them  are  interesting  and  likely  to  be 
preserved.    An  appropriate  folder  is  enclosed  with  each  package. 

214.  A  Shoe  Booklet— A  shoe  dealer  in  Buffalo  sends  out 
little  booklets  to  his  customers  and  others  four  times  a  year. 
The  booklets  are  about  three  by  six  inches  in  size  and  contain 
all  sorts  of  l^.ttle  odds  and  ends  of  information  about  shoes  and 
their  care.  Shoes  might  seem  to  some  people  a  rather  prosy 
subject,  but  this  dealer  finds  a  great  many  interesting  things  to 
say  about  them.  The  booklets  also  contain  some  notes  on  shoe 
fashions  and  pictures  of  some  of  the  store's  leaders. 

215.  An  Easter  Attraction— An  odd  idea  was  the  selling  of 
freshly  hatched  chicks  by  Wanamaker's  Philadelphia  store  dur- 
ing the  week  preceding  Easter.  There  were  whole  broods  of 
little  chicks  two  or  three  days  old  in  the  basement  and  they 
proved  a  source  of  delight  to  thousands  of  children  who  visited 
the  store.  They  were  sold  at  25  cents  each,  and  great  numbers 
of  them  were  disposed  of  at  that  price.  They  were  bought,  of 
course,  as  pets  for  children. 

216.  Meeting  Department  Store  Competition— A  Milwaukee 
store  prints  the  following  in  one  of  its  advertisements :  ^  "We 
will  duplicate  for  $3  any  hat  that  any  department  store  in  this 
city  sells  for  $5.  If  your  friend  has  bought  a  hat  at  a  depart- 
ment store  for  $5,  bring  it  to  us  and  for  $3  we  will  make  one 
exactly  like  it;  the  same  in  quality  and  material;  the  same  in 
style  and  workmanship." 

217.  A  Yellow  Opening— The  Owl  Drug  Company,  of  Nor- 
folk, Va.,  had  a  novel  opening  of  their  new  store  some  weeks 
ago.'  The  color  scheme  was  bright  yellow  and  it  was  carried 
out  to  the  limit.  The  store  front  is  yellow  and  the  interior 
decorations  were  the  same  color.  Tn  addition  all  of  the  clerks 
were  dressed  in  suits  of  yellow.     Hundreds  of  souvenirs  were 


MONEY   MAKING  IDEAS 


199 


given  away.     For  the  children  there  were  home-made  candies 
and  toilet  articles  of  various  kinds  for  the  adults. 


218.  Free  Telephones  to  Customers — An  eastern  grocer  will 
put  in  a  telephone  for  any  of  his  customers  whose  purchases 
during  the  month  amount  to  not  less  than  $25.  In  case  the 
purchases  fall  short  of  $25  the  grocer  pays  a  proportionate 
amount  of  the  telephone  bill.  He  says  that  this  scheme  has 
brought  him  a  number  of  new  customers  and  most  of  them 
spend  enough  in  a  month  to  pay  for  their  telephones.  The  tele- 
phone rate  is  $1.25  per  month,  which  makes  this  plan  cost  the 
grocer  five  per  cent. 

219.  Promoting  the  Sale  of  Corsets — H.  Pimstein,  of  Piano, 
111.,  advertised  that  he  would  give  away  five  dozen  corsets  to 
his  customers.  His  plan  was  as  follows :  To  every  lady  who 
brought  to  Mr.  Pimpstein's  corset  department  a  purchaser  for 
a  certain  make  of  corset  at  the  regular  price  of  one  dollar,  he 
presented  a  corset  of  the  same  make  in  any  style  or  color,  free 
of  charge.  The  offer  remained  in  force  until  the  five  dozen 
corsets  had  been  given  away. 

220.  Selling  Through  Agents — Beesch  &  Nyhan,  of  Findlay, 
Ohio,  advertised  as  follows: 

We  will  give  away  free  to  any  person  selling  fifty  pounds 
of  tea  or  baking  powder  a  seven- jeweled  Elgin  movement  watch 
with  gold  filled  case.  We  will  give  a  positive  guarantee  that 
the  case  will  wear  ten  years. 

You  can  also  sell  rice,  fresh  roasted  coffees,  and  soft  fresh, 
shredded  cocoanut.    Call  at  the  store  or  write  and  get  particulars. 

221.  Rebate  to  Help  a  library  Fund — W.  G.  Boyd,  man- 
ager of  the  Loveland  Market,  at  Loveland,  Colo.,  offered  to 
redeem  all  cash  register  slips  from  his  store  at  three  per  cent 
cash  for  the  benefit  of  the  local  Library  Association.  It  was 
stipulated  that  the  tickets  should  be  turned  in  only  by  some 
member  of  the  Librarv  Association  and  the  ladies  of  that  or- 


4 


200 


SALES  PLANS 


ganization  drummed  up  quite  a  bit  of  extra  trade  in  order  to 
secure   the    rebate. 

222.  A  Premium  to  the  First  Customer — The  following  of- 
fer appeared  in  the  advertisements  of  the  Jacobs  Clothing  Co., 

of  Peoria,  111. : 

"The  first  purchaser  entering  our  store  on  the  opening  day, 
Saturday,  October  lo,  will  be  presented  with  an  all  wool  cassi- 
mere  suit  worth  $15.00  absolutely  free.  The  tenth  purchaser 
receives  a  pair  of  fine  worsted  trousers — twentieth  receives  a 
boy's  knee  pants  suit.' 


>> 


223.  Advertising  an  Optical  Department — A  jeweler  who 
has  an  optical  department  keeps  a  list  of  all  the  persons  for 
whom  he  has  fitted  glasses.  At  intervals  of  several  months  he 
sends  a  letter  to  each  one  asking  him  to  call  and  have  his  glasses 
straightened  or  otherwise  repaired  free  of  charge.  The  cost 
for  repairs  is  very  light  and  the  jeweler  thus  keeps  his  optical 
department  in  the  minds  of  people  who  wear  glasses. 

224.  Testimonials  from  Customers — May,  Stern  &  Co.,  the 
house-furnishers  of  Kansas  City,  devoted  a  whole  page  in  The 
Journal  to  the  portraits  and  testimonials  of  some  of  their  pleased 
customers.  The  portraits  are  all  of  young  married  couples  and 
beneath  each  is  the  name  and  address  with  a  brief  testimonial 
in  praise  of  May,  Stern  &  Co.  None  of  the  testimonials  ex- 
ceeded twenty  words. 

226.  Advertising  a  Red  Tag  Sale— An  ordinary  shipping  tag 
with  a  hemp  cord  attached  was  used  by  E.  R.  Bradley  &  Co., 
of  Chicago,  to  announce  a  "Red  Tag  Sale."  On  one  side  was 
the  address  and  on  the  other,  in  imitation  writing,  was  a  request 
to  "please  tag  this  to  your  memory,  so  you  will  be  sure  not  to 
miss  our  'Red  Tag  Sale'  now  in  progress,"  etc.  The  tag  was 
mailed  to  customers. 

226.  Unpublished  Bargains— The  Gray  &  Dudley  Hard- 
ware Co.,  Nashville,  Tenn.,  print  the  following  in  their  news- 


MONEY   MAKING  IDEAS 


201 


paper  advertisements:  "On  each  day  during  the  week  we  will 
ofi'er  some  Special  Bargains  in  each  department,  and  for  that 
day  only,  that  will  not  be  advertised.  It  will  pay  you  pretty 
well  to  come  to  our  big  store  every  day." 

227.  A  Traveling  Bulletin  Board — A  grocer  in  an  Illinois 
town  has  a  delivery  wagon  from  which  he  gets  a  good  deal 
of  free  advertising.  The  wagon  is  the  ordinary  covered  kind 
and  the  sides  are  black  bulletin  boards  on  which  are  painted  in 
white  letters  the  names  of  about  twenty  staples.  After  each 
name  is  a  blank  space  in  which  the  grocer  chalks  up  each  day 
the  price  on  that  particular  commodity.  A  liberal  space  at  the 
top  and  bottom  is  left  blank  and  this  serves  as  a  blackboard  on 
which  to  call  attention  to  special  bargains.  This  scheme  gives 
the  grocer  a  traveling  price  list  that  has  a  greater  circulation 
than  most  newspapers  in  small  towns. 


^ 


228.  Advertising  Diamonds — A  Chicago  jeweler  has  adopt- 
ed a  convincing  method  of  advertising  his  diamonds.  He  states 
that  if  any  one  who  purchases  a  diamond  from  him  will  return 
it  within  a  year,  the  purchase  money  less  ten  per  cent  will  be  re- 
turned. This  advertisement  has  two  very  desirable  effects.  It 
convinces  the  customer  of  the  jeweler's  confidence  in  his  dia- 
monds and  leads  him  to  believe  that  he  is  getting  the  stone  at 
only  ten  per  cent  above  wholesale  price. 

229.  To  Test  Returns — To  test  the  returns  had  from  adver- 
tising in  the  various  New  York  papers,  Bloomingdale's  printed 
a  coupon  in  each  of  their  ads,  which  when  presented  with  $1.29 
was  good  for  a  handsome  silk  umbrella  worth  more  than  that 
price.  Only  one  umbrella  was  sold  to  a  customer  and  none  was 
sold  at  that  price  unless  the  newspaper  coupon  was  presented. 
The  coupons  were  keyed,  of  course. 


230.  A  Prize  for  a  Heading — A  firm  in  Burlington,  la.,  pub- 
lished an  advertisement  without  a  heading  and  offered  a  prize 
of  $10  for  the  best  suggestion  for  a  caption.  Five  prizes  of  S2 
each  were  oflfered  for  the  next  best  headings.     It  is  likely  that 


11,1 


I 


i:|      * 


202 


SALES  PLANS 


this  scheme  induced  many  people  to  read  and  think  about  the 
ad,  who  otherwise  might  not  have  done  so. 

231.  Lasting  Advertisements— A  good  quality  of  mechanics' 
aprons  with  the  stores'  ad  on  them  are  used  as  an  advertisement 
by  merchants  in  some  of  the  manufacturing  towns  of  New  Eng- 
land. The  aprons  are  not  given  away  but  are  sold  at  a  nominal 
price. 

232.  Personal  Solicitation— A  Louisville  shoe  dealer  has 
built  up  quite  a  trade  by  sending  out  solicitors.  The  solicitors 
carry  samples  and  call  principally  upon  men  who  work  in  offices 
and  factories  around  the  city.  The  shoes  are  delivered  to  the 
customer  by  the  solicitor  who  took  the  order.  He  collects  for 
them  at  the  same  time  and  a  great  many  shoes  are  sold  in  this 
way  to  people  who  have  never  been  inside  of  the  store. 

233.  A  Jubilee  Celebration— The  Barrett  Hardware  Co.,  of 
Joliet,  111.,  held  a  "Jubilee  Week,"  during  which  biscuits  were 
served  free  everv  day.  A  range  and  complete  outfit  were  given 
away  and  another  prize  was  an  $8  carving  set.  In  addition  to 
these  attractions  a  prize  of  $io  was  given  for  the  person  bring- 
ing the  largest  number  of  men,  women  or  children  from  out  of 
town  in  one  wagon. 


234.  Corn  Cure  Publicity— H.  W.  Weeden,  a 
Oshkosh,  Wis.,  had  a  clever  window  display  to 
"corn-cure."  A  number  of  old  shoes  of  various 
arranged  in  the  window.  They  were  filled  with 
which  stalks  of  corn  were  growing  to  a  height 
foot.  Accompanying  the  display  was  a  show  card 
the  virtues  of  the  medicine  as  a  "corn  harvester." 


druggist  in 
advertise  a 
kinds  were 
earth  from 
of  nearly  a 
proclaiming 


235.  A  Premium  for  the  Names  of  Piano  Buyers— The  Spe- 
cialty Co.,  a  music  house  in  Des  Moines,  la.,  offered  to  give  free 
transportation  to  St.  Louis  and  return  to  anyone  sending  them 
the  name  of  a  person  who  would  purchase  a  piano  within  a  cer- 
tain time.    A  coupon  was  printed  in  the  newspapers  to  facilitate 


*' 


1 


MONEY   MAKING  IDEAS 


203 


sending  in  the  names.    This  seems  to  be  a  good  way  of  getting 
a  list  of  possible  purchasers. 

236.  Helping  the  Sale  of  Skates — A  hardware  dealer  in  an 
eastern  town  issues  a  daily  bulletin  in  his  newspaper  space  and 
on  the  blackboard  at  his  store,  giving  the  condition  of  the  ice 
on  the  several  ponds  around  the  town.  The  information  is  al- 
ways accurate  and  is  a  convenience  to  skaters.  Incidentally  the 
hardwareman  calls  attention  to  the  fact  that  he  sells  skates. 

237.  Special  Bargain  Lists — Some  of  the  department  stores 
are  using  small  printed  slips  to  call  attention  to  the  bargains 
for  each  day.  The  slips  are  about  3x6  inches  in  size.  At  the 
top,  the  day  and  date  are  printed  conspicuously  and  below  fol- 
lows a  list  of  special  bargains  in  the  various  departments  for 
that  day.  One  of  these  slips  is  handed  to  every  one  who  enters 
the  store. 

238.  Advertising  Balloons — ^Jos.  Bedinger,  a  shoe  dealer  of 
Waukegan,  111.,  sent  up  a  number  of  balloons  from  the  roof  of 
his  store,  each  one  having  a  card  attached  that  was  good  for 
a  pair  of  $3.00  shoes.  One  balloon  was  sent  up  each  night  for 
several  nights  and  the  small  boys  of  Waukegan  had  a  good  deal 
of  fun  chasing  them. 

239.  Scissors  Given  Away — A  New  York  concern  recently 
used  shears  as  an  advertising  novelty.  The  shears  were  taken 
apart  and  one  blade  was  sent  to  a  mailing  list  of  about  2,000  per- 
sons. A  note  was  enclosed  stating  that  the  recipient  could  have 
the  other  half  by  calling  at  the  store  and  presenting  the  notice. 

240.  A  Butch  Auction — Pickard  Bros.,  Fort  Wayne,  Ind., 
held  a  "Dutch  Auction"  in  one  of  their  windows  a  short  time 
ago.  They  displayed  a  handsome  oak  dining  room  set  and  a 
bedroom  set  and  marked  a  price  on  each.  Every  day  the  price 
on  each  set  was  marked  down  one  dollar  until  they  were  sold. 

241.  A  Free  Dinner — Schroeder's  Store  in  Rock  Rapids,  la., 
gave  customers  a  free  dinner  of  roast  goose  recently.    A  prize 


204 


SALES  PLANS 


(-1 


} 


r 


of  a  pair  of  shoes  was  presented  to  the  man  bringing  in  the 
greatest  number  of  ladies  and  the  lady  buying  the  largest  bill 
of  goods  was  given  a  new  dress. 

242.  A  Library  to  Help  the  Sale  of  Shoes— An  eastern  shoe 
store  put  in  a  library  of  boys'  and  girls'  books  and  with  each 
pair  of  shoes  sold  gave  a  membership  ticket,  good  for  a  certain 
length  of  time.  The  library,  which  was  started  on  a  small  scale, 
became  so  popular  that  it  had  to  be  greatly  increased  in  size. 

243.  A  Domestic  Help  Department— The  Leader  Depart- 
ment Store  in  Pittsburg  conducts  what  it  termed  a  "Domestic 
Help  Department."  It  is  advertised  that  "positions  m  first  class 
families  and  the  best  of  help  can  be  secured"  by  visiting  this 
department,  which  is  situated  on  the  second  floor.  There  is  no 
charge  either  to  employer  or  employee. 

244.  Cow-bells  as  Souvenirs— Brown  Bros.,  of  Cleveland, 
O.,  recently  held  an  opening,  during  which  bells  were  given 
away  as  souvenirs.  They  were  made  in  the  shape  of  small 
cow-bells  and  each  bore  the  inscription,  "Ring  the  Bells  for 
Brown  Bros."  The  bells  made  a  good  deal  of  noise  and  at- 
tracted a  good  deal  of  attention. 

245.  A  Little  Accommodation— Bock  &  Son,  hardware 
dealers  in  Battle  Creek,  Mich.,  advertise  that  they  have  bought 
a  dozen  special  card  punches  especially  to  loan  to  ladies  giving 
card  parties.  This  is  done  purely  as  a  matter  6f  accommodation 
and  no  charge  is  made.  It  is  little  things  like  this  that  make 
a  store  popular. 

246.  A  Broad  Guarantee— The  Continental,  a  department 
store  in  La  Cross,  Wis.,  runs  the  following  brief  but  bold  notice 
in  its  newspaper  advertisement:  "We  will  duplicate  any  offer 
made  in  any  catalogue  of  any  mail  order  house  in  America  and 
save  you  the  expressage  to  boot.     This  is  a  PROMISE." 

247.  For  a  Grocery  Department— The  Wm.  Barr  Dry  Goods 
Co.,  of  St.  Louis,  advertises  its  grocery  department  by  small 


., 


MONEY   MAKING  IDEAS 


205 


circulars  containing  a  considerable  list  of  goods  at  remarkably 
low  prices.  The  prices  quoted  are  good  for  one  month,  and  the 
little  circulars  are  put  in  every  envelope  that  is  sent  out. 

248.  A  Free  Shooting  Gallery— F.  H.  Woodworth  &  Co., 
San  Francisco,  Cal.,  give  free  "shoots"  in  the  basement  of  their 
big  hardware  store  every  Saturday  night.  A  shooting  gallery 
has  been  provided  and  each  person  is  allowed  three  shots  free. 
The  highest  score  made  during  the  night  wins  a  prize. 

249.  A  Magician  in  a  Show  Window— The  Towle  & 
Spreter  Co.,  of  Clinton,  la.,  employed  a  magician  to  give  daily 
performances  in  one  of  their  windows  for  one  week.  The  per- 
former was  a  good  one  and  the  attraction  drew  large  crowds 
while  it  lasted. 

250.  Carriages  Sent  for  Customers — An  advertisement  ap- 
peared in  the  London  (Eng.)  Mail,  which  contained  the  fol- 
lowing inducement  to  shoppers:  "Private  brougham  sent  upon 
request  to  convey  intending  purchasers  from  any  part  of  Lon- 
don and  back.     No  charge.    Luncheon  provided." 

251.  For  a  Soda  Water  Fountain— The  Daniel  &  Daniel 
drug  store  in  Roswell,  N.  M.,  had  a  novel  window  display  to  ad- 
vertise their  soda  water  business  recently.  The  window  was 
filled  with  soda  water  straws  and  a  very  large  sign  read  as  fol- 
lows:    "Wanted — 50,000   Suckers." 

252.  Save  Your  Sales  Slips— Early  in  the  fall  the  Capitol, 
a  clothing  store  in  Columbus,  O.,  offered  one  hundred  dollars  in 
gold  to  the  person  securing  the  greatest  number  of  their  sales 
slips  by  Christmas  morning.  As  a  second  prize,  the  choice  of 
any  suit  in  the  house  is  offered. 

253.  Hosiery  ITsed  to  Draw  Customers — Leigh  Bros.,  of 
Wayne,  Neb.,  recently  distributed  to  a  large  list  of  ladies  in  that 
city,  packages  containing  a  single  stocking.  A  circular  informed 
the  recipient  that  the  mate  to  the  stocking  might  be  had  by 
calling  at  the  store  and  paying  ten  cents. 


206 


SALES  PLANS 


1 


254.  Encouraging  Early  Shopping— To  encourage  early  at- 
tendance of  shoppers  at  a  sale  they  were  holding,  Kohn  Bros., 
of  Anniston,  Ala.,  offered  a  dress  pattern  of  fine  wash  goods  to 
the  first  ten  purchasers  on  the  opening  day. 

255.  Boys  in  Livery— Laird-Norton's  Store  in  Pipestone, 
Minn.,  held  a  demonstration  of  stoves  and  advertised  it  by  cir- 
culars that  were  distributed  by  boys  dressed  in  bright  red  and 
green  livery. 


t 


CHAPTER  XI. 
CONTESTS. 

Contests  have  a  regular  place  in  merchandising.  It  is  true 
that  many  stores  never  use  contests — on  the  other  hand,  thou- 
sands of  good  stores-  do  use  them  and  find  them  profitable.  In 
this  chapter  are  described  a  great  variety  of  contests.  Some 
of  them  would  require  a  considerable  outlay,  but  the  majority 
are  comparatively  inexpensive.  A  number  of  these  contests 
have  brought  large,  direct  returns  to  the  stores  that  have  used 
them.  Most  of  them,  with  slight  alterations  could  be  made 
over  to  fit  the  needs  of  almost  any  store.  These  contests 
are  all  legitimate  and  straightforward  business  plans.  If  they 
are  used  under  proper  conditions,  they  will  succeed.  It  may  be 
stated  here  that  any  contest  to  be  a  success,  must  be  properly 
advertised. 

256.  A  Domino  Contest — Mr.  Henry  J.  Garrison,  advertis- 
ing manager  of  The  Hargadine-McKittrick  Dry  Goods  Co.,  of 
St.  Louis,  hit  upon  a  clever  advertising  scheme  that  has  been 
used  by  a  number  of  stores  with  a  good  deal  of  success.  Some 
time  ago  he  was  making  a  trip  through  Texas,  where  dominoes 
is  a  favorite  game,  being  played  to  the  exclusion  of  cards.  In 
a  hotel  one  evening,  Mr.  Garrison  overheard  a  traveling  man 
say,  "I  would  give  five  dollars  if  I  had  a  double-six  so  I  could 
beat  you,"  speaking  to  another  drummer.  It  then  occurred  to 
Mr.  Garrison  that  it  might  be  a  good  advertising  scheme  to  dis- 
tribute dominoes  throughout  the  country,  with  the  merchant's 
advertisement  on  the  back  and  offering  a  prize  to  the  first  per- 
son returning  a  complete  set.     It  would  be  part  of  the  plan  to 


; 


i« 


I   i 


2og  SALES  PLANS 

hold  back  a  few  of  the  dominoes  in  order  to  make  it  hard  work 

for  the  collectors  to  fill  a  set. 

Mr    Garrison  first  had  some  wooden  dominoes  made    but 
these  proved  too  expensive  to  be  given  away  in  great  numbers. 
He  then  had  them  printed  of  cardboard,  2>4x2>4  inches  m  size. 
?his  gave  plenty  of  room  for  the  advertisement  on  the  revers 
side  and  the  cardboard  answered  the  purpose  quite  as  well  as 
wood.     A  number  of  merchants   in  different  cities   were  per- 
suaded to  try  the  plan  and  in  every  instance  they  were  well 
pleased  with  the  results.     For  example,  Newton  Cannon  of  be- 
dalia  Mo.,  used  this  scheme  to  advertise  a  special  sale.    He  dis 
Sbuted  i;,ooo  dominoes  all  over  the  city  and  county  and  offered 
a  prize  of  $5  in  cash  for  the  first  complete  set  presented  at  his 
JL     The  dominoes  were  distributed  ^-ooo  per  day  for Jv 
days  during  the  sale  and  there  was  a  great  deal  of  interest 
taken  in  the  contest,  especially  by  children.     Mr.  Cannon  says 
tharthe  plan  was  a  great  success.    A  number  of  other  merchants 
have  used  the  dominoes  with  the  same  results 

Writing  of  the  plan,  Mr.   Garrison  says :       The  children 
take  readily  to  this  scheme  and,  broadly  speaking,  every  child 
has  a  father  or  mother  that  buys  some  goods  that  the  merchant 
ha    to  sdl     In  one  town  in  Tennessee,  the  School  Board  cen- 
':;ed  the  merchant  very  severely  for  putting  out  Jhe  pU^nd 
diverting  the  attention  of  the  children   from  their  lessons-     ^ 
happened  to  be  present  at  the  time  and  succeeded  in  gettmg 
published   a   column    write-up   on   the   strength   of   this.     The 
Seme  has  attracted  a  great  deal  of  attention  everywhere  it  has 
been  used." 

257.    A  Contest  to  Advertise  a  Sale-The  "B-y  Boston 
Store  "  of  Marion,  Ind.,  is  an  aggressive  and  original  adve 

fiser     Aside  from  its  extensive  newspaper  advertising,  which  is 
tiser.    Asiuc  iiu  ^      methods 

■  always  bright  and  snappy,  this  store  uses  many  ,,,„„;„„ 

to  keep  well  within  the  focus  of  the  public  eye.    The  following 
was  a  veTy  unusual  contest  that  was  used  to  advertise  an  Easter 

"•""Mout  a  week  before  the  opening  of  the  sale,  the  accom- 
panytg  "parrot"  advertisement  or  notice  made  its  appearance 


I 


] 


CONTESTS 


209 


in  the  newspapers  of  Marion. 
This  occupied  about  17  inches 
double  column  and  was  followed 
by  similar  notices.  These  no- 
tices were  all  anonymous  and 
there  was  nothing  to  connect 
them  with  any  store,  except  the 
phrase:  "This  concern's  the 
best,  most  popular  and  most 
complete  department  store  in 
Marion."  Five  dollars  in  gold 
was  offered  to  the  person  guess- 
ing nearest  to  what  the  parrot 
would  say  and  what  store  it  con- 
cerned. It  v;as  stipulated  that 
all  answers  should  be  sent  to 
"Parrot"  in  care  of  one  of  the 
newspapers  in  which  the  notice 
appeared.  The  first  "Parrot" 
notice  appeared  in  the  papers  of 
April  4,  and  they  were  continued 
until  Saturday,  April  8,  when 
the  contest  closed.  In  the  mean- 
time large  advertisements  of  the 
Boston  Store  appeared  in  every 
issue  of  the  newspapers. 

Much  interest  was  manifested 
in  the  contest,  and  while  few 
people  were  in  doubt  as  to  the 
store  concerned,  there  was  a 
good  deal  of  curiosity  as  to  what 
the  parrot  would  say.  When  the 
guesses  were  counted,  it  was 
found  that  there  were  732  con- 
testants and  of  all  these  only  28 
had  failed  to  guess  correctly 
what  store  was  referred  to.  In 
the  papers  on  the  following  day 


IN  GObD 

TO   TMB    PCRSOIN 

GU&SSINQ 

WHXrWILL 

THE 

PARROT 

SAY 


TH5C(»;CERNS  THE  BEST  AND  HOST 

POPULAR  STORE  IN  MARION 

J^  »«.Mn  MitKatr4  r«arMt  to  «li«t  tit*  pmrrm  wm  «av  wrt  «^ 
«•«  k  mrtna  «iu  tf««n«  |ijM  m  oM.  nuriM  *■  aMwn  la 
■Ml.4  MtvSopt  t«  'P^noi.-  csn  mt  .\'<v«>TMkHMk    MO  A^MWfl^ 

coMwoMto  Arrcn  A^iuk  t.  ^^  ^      '""'■ 

WHAT  WlbLr 

TMB  PARROT 

SAY 


p  ^l 


r 


210 


SALES  PLANS 


there  appeared  the  accompanying  full-page  advertisement  with 
a  large  picture  of  the  parrot,  and  what  he  said  was :  ''Meet  me 
at  the  Boston  Store  Easter  Opening,  Wednesday  Night/'  It  was 
also  stated  in  this  ad  that  the  name  of  the  winner  would  be  an- 
nounced at  the  opening,  which  was  advertised  to  occur  on  the  fol- 
lowing Wednesday.    For  the  opening  night  the  store  borrowed  all 


J%SmS^     StoJo'ctoc-k. 

Formal  Easter  Opening 

Wednesday  Night  ""lo'^.r^ST,^ 


Th*  KaiWJt  «•<  B«*«  rrodmcUomt  Will  *•  Stiottn 
S^trh  S^VImt  «/  Wotman't  GarmtwU 


0««rAtUte 


^mmm***" 


itr**  ;VeW  miiineni  Crtatlons 


Meet  Me  at  The  Boston  Store  Easter  Opeaing  Wednesday  Night — "MU"  \ 


A  Mo^t  CompUU  Asstmblag*  of  '>'*^  ,^"J[*^'i ^    .  - 


17-(ac»  Jllb  N< 


«rMB<»MM«l> 


Swa-  JWU  (I.H 


■w^  JM>  U  — 


the  available  talking  parrots  in  town— some  twenty  m  all— and 
distributed  them  in  different  departments  throughout  the  store. 
They  were  suspended  from  the  ceiling  and  under  each  cage  was 
a  card  inscril^d :     "What  did  the  parrot  say?" 


CONTESTS 


211 


The  novelty  of  the  whole  affair  caught  the  public  fancy 
and  caused  a  good  deal  of  comment.  The  newspapers  gave  the 
Boston  Store  a  good  deal  of  free  publicity  and  in  one  of  them 
was  published  a  hum.orous  cartoon  referring  to  the  contest.  In 
fact,  the  contest  was  in  every  respect  a  great  success. 

258.  An  Ad  Writing^  Contest— The  music  house  of  Sher- 
man, Clay  &  Co.,  of  San  Francisco,  conducted  an  advertisement 
writing  contest  which  they  say  proved  an  excellent  advertise- 
ment for  the  house.  It  is  a  scheme  which  could  be  adapted 
readily  to  any  line  of  business  and  could  be  conducted  upon  any 
desired  scale,  large  or  small,  as  the  generous  prizes  given  by 
Sherman,  Clay  &  Co.,  could  be  reduced  to  suit  the  more  moder- 
ate circumstances  of  a  smaller  merchant. 

In  their  newspaper  advertisements,  Sherman,  Clay  &  Co. 
made  the  announcement  that  they  would  give  $225  in  prizes  to 
the  thirteen  persons  who  wrote  the  best  advertisements  for  their 
store.  The  particulars  of  the  contest  were  not  given  in  the 
newspaper  ads,  but  all  interested  persons  were  invited  to  call  or 
write  for  a  booklet  which  explained  fully  the  terms  and  condi- 
tions. Many  thousands  of  these  booklets  were  distributed  and 
therein  lay  the  true  value  of  the  advertising  scheme,  for  it  is 
safe  to  say  that  every  one  who  received  the  booklet  read  it  care- 
fully from  cover  to  cover.  It  was  a  remarkably  clever  booklet 
and  anyone  who  read  it  could  not  fail  to  be  favorably  impressed 
with  the  store  it  represented.  The  following  are  the  conditions 
of  the  contest  as  set  forth  in  the  booklet: 

TERMS  OF  THE   CONTEST. 

"We  are  willing  to  pay  $100  for  the  best  advertisement  written  for 
us  between  now  and  April  4th,  1903. 

"We  will  pay  $50  for  the  second  best  advertisement,  $25  for  the 
third  best  advertisement  and  $5  each  for  the  next  ten  best  adver- 
tisements. 

"We  want  a  straightforward,  honest  statement,  arranged  in  shape 
for  newspaper  publication,  telling  people  why  they  should  buy  their 
pianos   from   us. 

"The  advertisements   may   be   illustrated   or  not. 

"They  may   be    of   any    size. 

"They  must   be   devoted    exclusively   to   pianos. 

"Each  contestant  will  be  allowed  three  advertisements. 


Ip  m 


212 


SALES  PLANS 


CONTESTS 


213 


I.    3,' 


'Those  sending  more  than  three  will  not  be  allowed  in  the  contest 

^"Advertisements    containing    untruthful    statements    will    be    rejected. 
"Flease    write    name    and    address    plainly    upon    the   back    of   your 
copy  and  send  same  to:     Sherman,  Clay  &  Co.,   Advertising   Dept..  San 
I'rancisco,  on  or  before  Saturday,  April  4th,   I903- 

"These    various    advertisements    will    be    submitted    to    a    committee 

of  three  gentlemen.  . 

"The  advertising  manager  of  one  of  the   San   trancisco  papers  will 

hz   selected  as  chairman  of  this  committee. 

"The    second    member   of   the   committee    will   be   a   practical    piano 
man  not  connected  with  the  firm  of  Sherman,  Clay  &  Co. 

"The  third  member  will  be  some  prominent  San  Francisco  musician. 
"Such   a    committee   will   be   able   to   judge   of   the   merits   of   each 
advertisement     from    every    standpoint.       They     will    "^^et     Apr,      6th. 
Checks    to    the    winners    will    be    mailed    April    7th,    on    which    date    the 
names  of  the  winners  will  be  published  in  the  San  Francisco  daily  papers. 
Then  follow  some  facts  concerning  Sherman,  Clay  &  Co., 
that  are  to  be  taken  into  consideration  by  the  contestants.    While 
these   facts  are  ostensibly   for  the  guidance  of  the  contestants 
they  are  in  reality  directed  to  any  one  who  may  chance  to  read 
them    and  thev  constitute  an  ideal  advertisement.     The  matter 
is  cleverly  written  and  the  various  points  of  superiority  aboiit 
the  Sherman,  Clay  &  Co.  store  are  impressed  upon  the  reader  s 
mind  in  a  wav  that  is  thoroughly  convincing. 

In  speaking  about  the  returns  received  from  the  scheme, 
Sherman,  Clav  &  Co.  have  the  following  to  say: 

"We  received  about  one  reply  in  the  shape  of  an  ad  for 
everv  hundred  books  sent  out.  Some  ten  or  twelve  were  worthy 
of  use:  the  great  majoritv  of  them  were  absolutely  worthless  of 
course,  being  compiled  by  amateurs  and  people  quite  ignorant. 

''The  booklet  is  readable  and  arouses  curiosity.  The  scheme 
must  of  course  be  supplemented  by  proper  newspaper  promi- 
nence and  we  concluded  that  it  was  quite  a  profitable  advertise- 
ment for  us. 

-Another  similar  scheme  we  indulged  in  a  few  months  pre- 
viouslv-i.  e.,  we  put  out  sixty  or  seventy  thousand  booklets 
with  a  misspelled  word  pretty  well  along  towards  the  end,  and 
offered  a  selection  from  several  of  the  most  popular  pieces  of 
music  to  all  those  who  would  return  to  our  store  a  booklet  with 
the  misspelled  word  underscored.    We  took  up  the  booklets  when 


the  music  was  delivered  and  some  600  people  brought  in  book- 
lets. 

*'We  supplemented  this,  however,  with  a  joke  on  ourselves 
by  misspdling  a  word  along  in  the  forepart  of  the  book — a 
typographical  error — and  that  caught  about  one-half  of  the 
popular  sheet  music,  somewhat  to  our  chagrin." 

259.  A  Missing  Word  Contest — A  clever  missing  word  con- 
test was  conducted  by  W.  V.  Snyder  &  Co.,  of  Newark,  N.  J. 
The  contest  was  to  advertise  a  ''School  Supply  Sale"  and  was 
open  only  to  school  children— but  it  is  safe  to  say  that  the  interest 
aroused  by  the  scheme  was  not  confined  to  the  children.  The 
following  is  the  announcement  of  the  contest  as  it. appeared  in 
the  Newark  papers: 

PICK    THE    WORD    THAT    WINS    $5. 

It  isn't  an  easy  task  we  have  set  the  school  children— to  pick  a  word 
from  one  of  this  week's  advertisements  that  has  not  appeared  in  any 
of  our  ads  for  more  than  a  year.  It  might  be  easy  to  pick  a  word  that 
will  be  used  only  once  this  week,  but  to  select  a  word  that  has  been 
frequently  used  by  every  other  dry  goods  house,  yet  has  not  been  used 
by  this  one  in  more  than  a  year— perhaps  in  several  years — is  something 

cf  a  job. 

Close  regular  readers  of  our  ads  may  have  noticed  the  absence  of 
this  particular  word  from  our  announcements.  If  they  have,  they  can 
guess  readily.      If  they  haven't  they  will  have  to  go  it  blind. 

Anyhow,  school  children  are  advised  to  read  this  week's  ads  care- 
fully and  catch  the  word  that  appears  only  once.  The  first  one  that 
sends  it  in  gets  $5.     The  next  five  correct  guesses  get  $1  each. 

PVrite  the  word  on  a  slip  of  paper;  enclose  it  in  an  envelope  on 
which  you  have  written  your  name  and  address,  and  hand  it  in  to  the 
advertisement    department — rear    main    floor. 

These  additional  particulars  were  published  on  the  following 

day: 

We  want  to  make  plain  to  all  the  school  children  in  town  the  con- 
ditions of  our  word  contest. 

Try  to   understand  the  points  clearly. 

First— The  word  that  we  intend  to  use  this  week  will  appear  only 
once  during  the  week. 

Second— This  word  may  have  been  in  Monday's  ad  or  it  may  be 
in  this  one  or  it  may  not  appear  until  Monday. 

Third— It  will  be  a  word  that  has  not  appeared  in  any  W.  V.  Snyder 
&  Co.  newspaper  ad  in  more  than  a  year. 


^1 

I 


H 


11: 


i     1 


S; 

I 


214 


SALES  PLANS 


Fourth — Only  one  guess  is  allowed  each  competitor. 

Fifth — No  guess  will  be  counted,  even  though  correct,  if  handed  in 
before  the   word  appears  in  the  ad. 

Sixth — All  guesses  must  be  handed  in  to  the  Advertising  Department, 
not  mailed. 

Seventh — No   purchase   is   required   to  admit  your   guess. 

The  prize-winning  word  appeared  in  Thursday  evening's  ad.  The 
sentence  in  which  it  appeared  follows : 

"The  Bedding  Sale  has  been  the  bargain  event  of  the  month." 

The  winning  word  was  the  much  over-worked  ''bargain*' 
which  has  not  been  used  in  a  W.  V.  Snyder  &  Co.  newspaper  ad 
in  several  years,  remarkable  as  that  may  seem.  From  the  fact 
that  twenty-nine  correct  answers  and  several  hundred  incorrect 
ones  were  handed  in,  we  judge  that  the  contest  awakened  a 
good  deal  of  interest  and  we  suspect  that  W.  V.  Snyder  &  Co.'s 
advertisements  were  pretty  thoroughly  read  during  that  week. 
This  would  also  indicate  that  the  public  is  pretty  familiar  with 
the  firm's  methods  of  advertising.  In  writing  of  the  contest, 
J.  S.  Fettinger,  ad  manager  for  Snyder  &  Co.,  says: 

*'We  think  that  it  proved  good  advertising  because  it  cre- 
ated wide-spread  comment  and  interested  thousands.  Many 
school  children  entered  the  contest  and  personally  brought  in 
their  guesses.  Many  children  were  accompanied  by  their  par- 
ents." 


260.  Picture  Puzzle  Contest — ^The  accompanying  illustration 
is  from  an  advertisement  of  the  Rochester  Clothing  Co.,  of 
Hillsdale,  Mich.  It  explains  a  contest  conducted  by  that  com- 
pany: 

Each  of  the  ten  pictures  shown  represents  some  article  for 
sale  by  the  Rochester  Clothing  Co.  For  instance,  No.  i  represents 
a  neck  tie ;  No.  2  is  coats ;  No.  3  is  pants ;  No.  4  is  sweater ;  No. 
5  is  a  smoking  jacket,  and  so  on.  In  the  middle  of  the  ad  is  a 
coupon  with  blanks  for  the  names  of  the  articles  represented 
by  the  pictures.  Ten  prizes  were  oflfered  to  the  first  ten  persons 
sending  in  the  correct  solution  of  the  puzzle. 

The  prizes  were  as  follows :  First,  a  $5  silk  umbrella ;  sec- 
ond, a  $3  hat;  third,  $1.50  gloves;  fourth,  a  $1.50  shirt;  fifth, 
a  $1  necktie.    To  each  of  the  next  five  was  given  a  50c  necktie. 


CONTESTS 


215 


Any  person  winning  a  prize  had  the  privilege  of  exchanging  it 
for  anything  in  the  store  of  equal  value.  It  was  specified  that 
all  contestants  should  use  the  coupon  form  for  their  answers  and 
all  answers  were  required  to  be  sent  to  the  store  by  mail.     In 


■KUDAU   WAIfPAKP  TUlaOAT.   FEBKUAKT    n.  VOL 


Rochester  Clothing  Company 

Prize  Picture  Puzzle. 


li»«<<Hii>0rrf«Cl«>i.tM4CtM.'yinl*i.ti««»il»^M»' 


*  ON*  •smrcacwT*  a  nMeKrw. 


iiPratf««M« 


. 


Or. 


^^ 


•ol 


•  a 


TMI9  COUPON  ONLY. 

. 

* -•     t 

m. * — — *■—  — ^r-* •-*  *,«..——.- 

1, '' — : — -: 

f-^y 


* 


ROCHESTER  CLOTHINQ  COMPANY, 

MIGHIQAM. 


HILLSDALE, 


D 


order  that  all  might  have  an  equal  opportunity  it  was  stipulated 
that  answers  should  not  be  posted  before  Tuesday,  March  ist. 
Letters  bearing  an  earlier  postmark  were  thrown  out.  The  con- 
test closed  five  days  later. 


V. 


1 


1 


21C 


SALES  PLANS 


This  scheme  is  a  kind  that  is  always  sure  to  attract  atten- 
tion. Nearly  everyone  has  a  weakness  for  testing  his  wits  on 
a  puzzle  of  this  kind  and  no  matter  how  busy  a  man  may  be, 
he  is  pretty  sure  to  spend  considerable  time  in  figuring  out  the 
meaning  of  the  pictures.  The  original  advertisement  from  which 
this  reproduction  was  made  occupied  a  full  newspaper  page  less 
one  column.  It  will  be  observed  that  the  drawings  are  not 
what  might  be  termed  works  of  art,  but  they  are  sufficiently 
plain  and  answer  the  purpose  as  well  as  if  they  had  been  exe- 
cuted by  a  master  hand. 

261.  A  Cooking  Recipe  Contest — The  cooking  receipts  of 
their  neighbors  are  always  a  source  of  interest  to  housewives, 
and  upon  this  fact  a  Kentucky  grocer  based  an  ingenious  varia- 
tion of  the  contest  scheme.  He  offered  three  good  prizes  to  be 
given  to  the  authors  of  the  three  best  cooking  receipts  submitted 
during  the  month  that  the  contest  remained  open.  The  fact  that 
there  was  no  stipulation  as  to  the  nature  of  the  receipt  would 
have  made  it  impossible  for  a  jury  to  decide  on  the  merits  of 
entries  differing  altogether  in  charactei. 

The  grocer  therefore  shifted  the  responsibility  of  making 
the  awards,  leaving  the  decisions  to  be  settled  by  ballot,  one  vote 
being  allowed  for  every  25  cent  purchase  or  for  every  25  cents 
paid  on  account.  One  month  was  allowed  for  submitting  receipts 
and  during  that  time  a  number  of  receipts,  each  signed  with  the 
author's  name,  were  published  each  day  in  the  grocer's  advertising 
space  in  the  newspapers.  The  remainder  of  the  space  was  de- 
voted to  prices  on  such  goods  as  were  called  for  in  the  receipts. 
This  insured  the  daily  reading  of  the  grocer's  advertisement  and 
in  many  cases  the  advertisement  was  cut  out  and  preserved  for 
future  reference. 

The  receipts  were  all  published  during  the  first  month  and 
a  second  month  was  allowed  for  voting.  Beginning  with  the 
second  month  the  names  of  the  ten  contestants  receiving  the 
highest  number  of  votes  were  published  daily  in  the  advertising 
space.  This  had  the  effect  of  developing  a  great  deal  of  interest 
and  had  a  marked  effect  on  the  daily  sales.  The  merits  of  the 
receipts  were  almost  altogether  lost  sight  of  and  the  issue  be- 


CONTESTS 


217 


came  one  of  personal  popularity  between  the  contestants.  In 
this  way  a  number  of  ladies  were  drawn  into  the  contest  who 
would  have  refused  to  allow  their  names  to  be  connected  with 
a  popularity  contest.  As  the  time  limit  drew  near  the  interest 
increased  the  demand  for  votes  and  ran  up  the  sales  in  a  very 
satisfactory  manner.  After  the  prizes  had  been  awarded  the 
grocer  published  a  little  booklet  containing  all  of  the  receipts 
and  distributed  it  free  to  his  customers. 

262.  A  Hidden  Word  Contest— C.  E.  Whfte,  ad-man  for  the 
Boston  Store,  Fort  Dodge,  la.,  devised  a  ''hidden  word'*  con- 
test that  was  quite  a  success.  The  advertisements  of  the  Boston 
Store  appear  in  some  ten  or  a  dozen  newspapers*  published  in 
Fort  Dodge  and  surrounding  towns.  They  occupy  3]^  inche? 
across  the  top  of  the  page  and  in  each  ad  the  phrase  "your  store" 
appears  twice.  Twelve  prizes  amounting  to  $30  in  cash  are 
offered  to  the  persons  bringing  to  the  Boston  Store  the  greatest 
number  of  its  advertisements  with  the  phrase  correctly  marked. 
The  phrase  is  printed  in  ordinary  type  and  placed  in  different 
parts  of  the  ad  in  such  a  manner  that  careful  reading  is  neces- 
sary in  order  to  mark  the  ads  correctly.  Mr.  White  tells  about 
his  plan  as  follows: 

"The  contest  is  to  run  six  weeks,  and  in  order  to  keep  track 
of  the  contestants,  advertisements  must  be  handed  in  every 
week.  Monday  is  the  day  we  have  set  apart  for  this  and  a  book 
is  kept  with  the  names  of  the  contestants  and  the  number  of 
advertisements  they  turn  in  each  week.  Although  we  are  only 
in  the  second  week  of  the  contest,  we  have  at  least  one  hundred 
contestants  on  our  books  from  all  over  the  country  as  well  as 
from  the  city,  and  it  is  needless  to  say  that  every  household  in 
the  city  and,  as  near  as  I  can  figure  it  out,  in  the  country  as  well, 
have  their  Boston  Store  ads  all  promised  to  their  friends  who 
are  contestants.  So  far  the  greatest  number  of  ads  handed  in 
by  one  contestant  is  740,  which  have,  of  course,  been  collected 
within  two  weeks.  The  names  of  twelve  leaders  are  published 
each  week  and  a  bulletin  with  the  names  of  leading  contestants 
is  placed  in  our  show  window.  During  the  last  week  I  expect 
to  put  all  of  the  ads  brought  in  in  the  show  window,  if  it  will  hold 


f^ 


Si  5 
•I  ■' 

n 


V     ° 


218 


SALES  PLANS 


them.  It  may  not,  as  I  have  a  large  dry  goods  box  full  now  with 
only  two  weeks  of  the  contest  gone.  Although  I  have  run  a 
good  many  contests  and  published  a  great  many  very  successful 
ads  in  the  seven  years  of  my  advertising  experience,  this  ap- 
pears, so  far,  to  combine  more  successful  ideas  than  any  I  have 
tried  before. 

263.  A  Newspaper  Advertising  Scheme — Carwalho's  Cloth- 
ing Store  in  Keokuk,  la.,  used  a  new  idea  in  their  newspaper 
advertising  to  arouse  curiosity  and  call  attention  to  their  policy 
of  guaranteeing  goods.  A  notice  was  printed  ir  the  papers  re- 
questing the  public  to  read  the  Carwalho  advertisements  care- 
fully as  a  sentence  would  be  printed  in  one  of  them  which  would 
afterward  be  used  as  the  basis  of  a  guessing  contest.  In  one  of 
the  advertisements  the  following  sentence  was  given  prominence: 
A  NEW  GARMENT  FOR  EVERY  UNSATISFACTORY 
ONE.  There  was  nothing  to  indicate,  however,  that  this  was  the 
important  sentence. 

On  the  following  week  a  large  letter  A  appeared  in  the  ad- 
vertisements. A  notice  stated  that  this  was  the  first  of  a  series 
of  letters,  and  readers  were  requested  to  cut  them  out  as  they 
appeared,  for  they  would  prove  valuable  to  some  one.  The  let- 
ter A  was  followed  the  next  week  by  a  letter  N  and  so  on  until 
at  the  end  of  seven  weeks  the  first  letter  of  each  word  in  the  sen- 
tence had  been  printed  as  follows :    A-N-G-F-E-U-O. 

The  people  were  then  asked  to  guess  what  these  letters  sig- 
nified and  a  handsome  cut  glass  box  with  silver  top  was  offered 
to  every  one  who  furnished  a  correct  solution.  A  good  deal  of 
interest  was  manifested  in  the  schem.e  and  quite  a  number  of  per- 
sons were  able  to  solve  the  meaning  of  the  mysterious  letters.  A 
great  many  others  saved  the  letters  and  took  them  to  the  store 
to  have  them  explained.  This  gave  an  excellent  opportunity 
for  the  merchant  to  explain  the  guarantee  to  which  he  wished  to 
call  attention.  It  also  gave  him  a  chance  to  make  visitors  ac- 
quainted with  the  store. 

Mr.  Carwalho  says  this  of  the  scheme:  "This  advertising 
brought  better  results  than  any  we  ever  had  in  our  papers.  We 
gave  a  souvenir  to  every  one  who  brought  in  the  advertisements 


CONTESTS 


219 


and  the  many  hundred  that  were  brought  in  shows  that  a  legiti- 
mate, catchy  advertising  scheme  of  this  kind  pays." 

264.  A  Conundrum  Contest — The  Denver  Furniture  and 
Carpet  Co.  of  Denver,  Colo.,  ran  a  Conundrum  Contest  which 
lasted  several  months.  Each  week  a  coupon  containing  a  con- 
undrum was  published  in  the  newspapers  and  everyone  was  in- 
vited to  send  in  solutions.  The  following  is  the  announcement 
of  the  contest: 

"Until  Christmas,  we  shall  present  each  week  one  conun- 
drum, or  riddle,  to  be  solved — fourteen  in  all.  Some  will  be  easy, 
some  harder,  but  each  has  its  answer.  We  offer  four  prizes  for 
their  correct  solving. 

NO   BUYING  IS   NECESSARY. 

You  may  send  in  as  many  answers  as  you  wish  to  each  con- 
undrum, but  each  conundrum  must  be  accompanied  by  one  of 
these  coupons.  This  condition  is  positive.  It  will  take  just  a  few 
minutes  each  week.  Worth  trying,  isn't  it?  The  gifts  will  be 
delivered  the  day  before  Christmas,  and  the  names  and  addresses 
of  the  lucky  winners  will  be  given  in  the  newspapers  on  Christ- 
mas day. 

First  Prize — To  anyone  solving  all  of  the  fourteen  conundrums 
correctly,  we  will  give  an  elegant  $200  parlor  suit. 

Second  Prize — To  anyone  solving  not  less  than  twelve  of  the 
fourteen  conundrums  correctly  we  will  give  a  handsome  $125 
buffet. 

Third  Prize — To  anyone  solving  the  largest  number  of  con- 
undrums less  than  twelve  correctly,  we  will  give  an  elegant  $35 
combination  book-case. 

Fourth  Prize — To  anyone  solving  the  next  largest  number 
of  conundrums  less  than  twelve,  we  will  give  the  choice  of  any 
$15  article  in  the  house. 

In  case  of  a  tie  for  any  prize,  the  answer  received  first  will, 
of  course  win. 


265.  Stow  Window  Contest — A  display  which  causes 
passers  by  to  stop  and  scrutinize  carefully,  every  item  in  the  win- 
dow certainly  accomplishes  the  purpose    of    window    display. 


fi 


!  r 


1 


1  i. 


I..; 


I   ! 


220 


SALES  PLANS 


Mohs'  clothing  store  in  Hillsboro,  Wis.,  had  such  a  display  and 
his  plan  is  well  worth  copying.  It  is  as  simple  and  effective  as 
it  is  inexpensive.     Mr.  Mohs  explains  his  scheme  as  follows: 

The  window  was  filled  with  men's  wearables.  In  the  center 
was  displayed  a  card  calling  attention  to  the  fact  that  one  article 
necessary  to  the  proper  dressing  of  a  man  had  been  omitted  and 
that  one  dollar  would  be  paid  to  the  first  person  to  discover  what 
the  missing  article  was.  The  window  was  left  in  for  a  week 
and  it  was  interesting  to  see  the  people  studying  the  entire  dis- 
play, trying  to  make  out  what  was  lacking. 

On  the  afternoon  of  the  last  day  of  the  contest,  a  boy  of  13 
discovered  the  missing  article  which  was  a  small  sleeve  button 
left  out  of  one  sleeve  of  the  shirt  we  were  showing.  Both  sleeVes 
had  been  pulled  out  so  they  were  in  plain  sight  and  the  very  sim- 
plicity of  it  made  it  hard  to  see.  Next  day  a  card  called  attention 
to  the  missing  button  and  made  it  clear  to  every  one.  The  query 
''What  man  would  feel  properly  dressed  with  only  one  shirt 
sleeve  buttoned?"  left  no  room  for  quibbing  as  to  who  guessed 
correctly.  And  the  window  sold  goods  for  us  as  people  took 
time  to  read  the  show  cards  and  look  over  each  article  displayed. 
Those  wishing  to  try  for  the  prize  had  to  come  into  the  store, 
so  it  brought  them  inside. 

266.  Auto-Car  Contest— Willner  Bros.  &  Co.,  Dayton,  O., 
conducted  an  "Auto  Car  Contest"  for  boys.  The  prize  was  a 
"boy  power"  auto  made  in  imitation  of  the  large  machines.  It 
was  quite  an  expensive  machine,  with  ball  bearings,  cushion  tires, 


6 

■'.  1 

6 

6 

6 

10 

10 

10        10        10 

10 

10 

6           6 

6 

6 

6 

10 

10 

10    1    10        10 

10 

10 

86 

86 

AUTO-CAR  CONTEST 

•  NAUOUNATCO   BV   WIUCNKM    BHOS.   *   CO. 
roK  THB  BEMBFIT  OF  THB 

BEST  BOY  HUSTLER  IN  DAYTON 

Tbi«  card  it  NOT  trantferable.  and  ii  Itsued  eiclutivaly  to 

16 

16 

16 

16 

86 

86 

86 

86 

86 

86 

86 

86 

86 

86 

Nam« 

Streit 
Ev« 

pric*. 
Cod 

60 

60 

ry  boy  who  laket  part  in  Ihia  conteat  will  be  given  a 
even  If  he  can'c  win  the  Auto-Car.             1    ^  Q 
test  cloaea  November  1. 1903.                     1    e  /  '    J 

86 

86 

60 

60       60        91         91         91        91        98       98 

98       96 

96 

60 

1    60    1    60        91         91         91        91 

92        98 

98       96 

96 

I"    '-:f 


CONTESTS 


221 


upholstered  seats  and  many  other  points,  making  it  very  desir- 
able from  a  boy's  point  of  view.  The  accompanying  ad  (reduced 
from  two  columns)  was  inserted  in  the  newspapers  and  larger 
circulars  describing  the  machine  in  detail  were  well  distributed 


BOYS!   This  Automobile  boysi 


To  the  Best  Boy  Hustler  in  the  City. 

We  want  every  boy  who  sees  this  a4verti8ement — ^no 
matter  how  oW  or  how  young  he  may  be— to  tome  to 
Willner  Brothers'  store  and  see  this  littk  beauty  of  aa 
automobile. 

We  want  every  boy  to  take  part  in  the  most  interesting 
contest  ever  condu(;tQd  jn  this  city. 

It's  just  awfully  easy,  boys,  and  that's  all  there  is  to 
it.  Come  down  totlie  stoic.  I^t  us  tell  you  aU  about  it. 
Tlien  you  can  start  to  work  right  away  (it's  more  like  play 
than  work)  and  maybe  you'll  show  everybody  that  you're 
the  best  boy  hustler  here. 

REMEMBER  THAT  EVERY  BOY  WHO  TAKES  AN 

ACTIVE  PART  IN  THE  CONTEST  WILL  BE  GIVEN 
A  PRIZE,  EVEN  IF  HE  DOESN'T  WIN  THE  AUTOMO- 
BILE. YOU  HAVE  EVERYTHING  TO  GAIN  AND 
NOTHING  TO  LOSE— SO,  COME  ON  I 

'WiLLNERBROS,&@ 

N<iTE  TO  PARENTS— If  you  have  the  ^UgHtesfr  hesitation 
about  letting  your  boy  enga^rc  in  this  eontest.  kindly  call 
on  us  and  let  us  explain  it  to  you  thoroughly.  We  will  con- 
sider such  a  visit  a  favor. 


among  the  boys  of  Dayton.     It  will  be  noted  that  boys  are  re- 
quested to  call  at  the  store  for  further  particulars. 

At  the  store  they  were  given  cards  like  the  accompanying 
one.  These  cards  were  distributed  among  the  friends  of  the  boys 
and  whenever  a  purchase  was  made  at  the  store,  the  amount  was 
punched  out  of  the  card  and  credited  to  the  boy  to  whom  the 
card  was  issued.    Serial  numbers  on  the  cards  served  as  a  check 


(I 


1 


222 


SALES  PLANS 


on  the  boys  they  belonged  to.  To  the  boy  whose  cards  were 
credited  with  the  greatest  amount  in  sales,  the  Auto  Car  was 
given.  The  other  contestants  were  each  given  a  small  consola- 
tion prize. 

267.  A  Riddle  Contest— The  Ghiradelli  Chocolate  Company 
of  San  Francisco  conducted  an  advertising  contest  which  might, 
with  some  changes,  be  used  advantageously  by  the  retail  mer- 
chant, though  not  on  so  large  a  scale.  The  Ghiradelli  Co.  gave' 
$i,ocx)  in  prizes  to  the  persons  submitting  the  best  selections  of 
riddles  relating  to  their  product.  They  issued  a  circular  which 
gave  the  story  of  their  ground  chocolate  from  beginning  to  end 
and  it  was  from  this  information  that  the  riddles  were  made. 

The  rules  of  the  competition  were  few  and  simple.  Any  per- 
son who  chose  to  do  so,  was  permitted  to  compete  and  all  that 
was  required  was  that  the  riddles  be  clear,  concise  and  clean, 
and  that  they  be  founded  upon  the  "Story  of  Ground  Chocolate." 
The  money  was  divided  into  one  capital  prize  and  190  smaller 
prizes.  The  object,  of  course,  was  to  get  people  to  read  and  study 
the  story  of  Ghiradelli's  Chocolate  and  there  is  no  doubt  that  this 
was  accomplished.  Every  one  who  got  a  circular  would  be  sure- 
to  read  every  word  of  it  in  the  hope  of  stumbling  onto  an  inspira- 
tion for  a  riddle. 

This  kind  of  advertising  is,  of  course,  general  in  its  nature 
and  direct  results  are  not  expected.  Its  purpose  is  to  get  cer- 
tain facts  before  the  people  in  a  way  that  they  will  be  remem- 
bered. Mr.  F.  J.  Cooper,  who  managed  the  Ghiradelli  contest 
says  of  it:  "Personally,  I  do  not  think  that  there  is  any  form 
of  publicity  that  equals  a  clean,  legitimate  scheme  of  this  kind, 
and  I  am  satisfied  that  the  name,  Ghiradelli,  is  today  known 
throughout  the  West  as  it  never  has  been  before." 

268.  A  Puzzle  Picture — The  Colonial  Furniture  Company, 
Cleveland,  O.,  used  a  puzzle  picture  contest  as  an  advertising 
feature.  The  illustration  shows  the  basis  of  the  scheme.  At  the 
left  is  a  much  dissected  picture  of  the  small  boy  on  the  right. 
The  two  pictures  were  printed  in  an  ad  and  under  the  frag- 
mentary one  were  printed  the  following  instructions : 


CONTESTS 


223 


(I 


**Cut  the  separate  parts  out  any  way  you  like  and  paste  them 
together  to  make  a  perfect  picture  like  the  one  on  the  right. 
Send  in  your  answer  by  mail  or  bring  it  in  a  sealed  envelope 
marked  "Contest  Editor,"  The  Colonial  Furniture  Co.  Be  sure 
to  put  your  full  name  and  address  in  the  envelope.  The  answers 
will  be  numbered  in  sequence  and  will  be  judged  on  the  neatness 
with  which  they  are  put  together,  and  the  best  fifteen  answers 


that  are  received  first  will  be  awarded  the  fifteen  prizes  as  fol- 
lows: Then  follows  a  list  of  prizes,  the  first  being  a  beautiful 
combination  bookcase  and  the  fifteenth  a  jardiniere  valued  at  $2. 
To  every  one  bringing  in  a  correct  solution  to  this  puzzle 
before  tomorrow  (Tuesday)  evening,  we  will  present  absolutely 
free  a  certificate  entitling  the  bearer  to  a  credit  of  one  ($1.00) 
dollar  on  the  first  payment  of  any  purchase  of  $10.00  or  more 
(cash  or  credit)  made  in  this  store  before  January  i,  1906.  We 
do  this  because  we  want  you  to  know^  us  and  our  family  com- 
forts. In  addition  to  this,  we  will  give  the  fifteen  rewards  men- 
tioned above  for  fifteen  best  solutions.  These  will  be  judged  for 
the  care,  skill  and  neatness  in  which  they  are  put  together,  but 
every  person  with  a  correct  solution  is  entitled  to  a  one-dollar 
certificate. 

269.    A  Baking  Contest — A  prize  baking  contest  was  con- 
ducted by  F.  E.  Shank  of  Lansing,  Mich.     Mr.  Shank's  scheme 


I 


I  < 


I'll 
111 


J, 


lr>^ 


224 


SALES  PLANS 


ccnld  be  adopted  readily  by  any  grocer  and  should  prove  a  very 
profitable  advertisement  being  both  practicable  and  inexpensive. 
It  is  explained  in  the  following  advertisement: 

"We  will  give  the  person  making  the  best  loaf  of  bread  from 
Challenge  Flour,  one  barrel  of  Challenge  Flour  free.  There 
will  be  three  competent  judges  appointed;  each  loaf  will  be  num- 
bered ;  no  names  will  be  on  the  loaves.  The  best  loaf,  in  the  opin- 
ion of  the  judges,  will  receive  eight  sacks  of  Challenge  Flour 
free, 

"This  contest  is  open  to  all  users  of  Challenge  Flour  and 
all  new  ones  who  wish  to  purchase  a  sack.  All  bread  must  be  sent 
to  the  store  with  name  and  address  of  maker  not  later  than  one 
week  from  next  Wednesday  noon,  Oct.  7,  which  gives  you  ten 
days  notice. 

"We  have  from  Mr.  Patterson,  the  city  poor  commissioner, 
a  list  of  names,  and  all  the  bread  sent  us  for  this  contest  will  be 
distributed  Thursday,  Oct.  8,  to  the  needy. 

"This  offer  not  only  gives  you  a  chance  to  get  a  barrel  of 
flour  free  but  also  gives  you  an  opportunity  to  donate  a  loaf  of 
good  bread  to  a  needy  person.  Remember  the  date  your  com- 
peting loaf  must  be  sent  to  the  store." 

Mr.  Shank  says  that  the  scheme  worked  out  even  better 
than  he  had  expected.  The  public  took  a  lively  interest  in  the 
contest  and  it  proved  a  most  profitable  and  satisfactory  advertise- 
ment. 

270.  A  Remodeling  Sale  Contest— Drey  fuss'  clothing  store 
in  Denver  was  being  remodeled  and  a  big  sale  was  conducted 
while  the  building  operations  were  going  on. 

To  add  to  the  interest  a  weekly  contest  for  boys  was  con- 
ducted in  the  following  manner.  Each  week  there  was  published 
a  photograph  showing  the  process  of  remodeling  and  the  best 
boy's  suit  in  the  house  was  offered  free  to  the  boy  who  wrote 
the  best  composition  on  the  picture.  The  following  quotation 
from  one  of  their  advertisements  will  explain  the  scheme: 

THE  BEST  BOY'S  SUIT  IN  THE  HOUSE  FREE. 

The  above  scene  represents  the  dismantling  of  our  show  win- 
dows.    We  will  publish  from  week  to  week  a  different  picture 


CONTESTS 


225 


of  the  progress  of  the  work  of  remodeling.  We  ask  the  school- 
boys of  Denver  to  cut  out  these  pictures  and  return  the  same  to 
us  with  a  short  description  (of  not  more  than  200  words)  giving 
full  name,  address  and  age.  The  boy  sending  in  the  best  story 
of  this  picture  will  receive  free  of  charge  a  complete  suit,  which 
he  may  select  with  the  assistance  of  his  parents  from  our  entire 
stock.  The  distribution  will  take  place  every  Saturday  night  at 
8  o'clock,  the  week  following  the  appearance  of  the  picture.  Con- 
test No.  I  closes  March  16,  at  noon.  The  result  will  be  an- 
nounced Saturday,  March  18,  at  8  p.  m. 

271.  An  Original  Contest— W.  J.  Mitchell  of  Waco,  Tex., 
has  devised  an  out-of-the-way  plan  for  keeping  public  interest 
centered  on  his  store.  He  conducted  a  scheme  that  had  several 
points  to  recommend  it.  The  plan  was  announced*  in  his  adver- 
tisement in  one  of  the  Waco  newspapers  as  follows : 

IN    THE   CORNER   OF   THIS   AD   APPEARS   THE    LETTER    W. 

In  each  succeeding  issue  of  the  Times-Herald  will  be  pub- 
lished a  different  letter,  either  at  the  head  or  in  the  corner  of  my 
advertisements.  When  the  entire  series  of  letters  are  published 
the  letters  taken  from  these  ads  will  form  a  sentence.  Cut  the 
letters  out  as  they  appear;  they  will  be  valuable.  I  shall  offer 
premiums  of  worth  for  the  entire  series  when  published.  Read 
my  ads  and  keep  up  to  the  minute. 

Mr.  Mitchell's  plan  is  to  buy  useful  articles  from  the  lead- 
ing stores  of  the  city,  not  in  his  line.  These  articles  are  displayed 
prominently  in  the  windows  of  the  store  from  which  they  are 
purchased.    They  are  ticketed  as  follows: 


"This  Article  is  Premium  No given  by  W.  J. 

Mitchell,  the  Cash  Qothier  and  Shirt  Man,  for  the 
entire  series  of  letters  taken  from  his  advertisements 
now  being  published  in  the  Times-Herald." 


The  idea  of  showing  the  premiums  in  the  windows  of  dif- 
ferent stores  is  a  good  one  as  they  will  be  seen  by  many  people 
who  might  otherwise  miss  them. 

272.  Getting  a  List  of  Names — Something  new^  in  the  way 
of  prizes  were  given  in  a  contest  held  by  the  Lyon-McKinney- 


■«i««lMI 


yf 


\ 


ii  .^ 


!  ' 


226 


SALES  PLANS 


Smith  Co.,  of  Los  Angeles,  Cal.  Six  months  tuition  in  a  local 
business  college  was  given  to  the  person  who  got  the  greatest 
number  of  persons  to  read  the  firm's  advertisement  during  a  cer- 
tain time.  Three  months  tuition  was  given  to  the  second  con- 
testant and  the  third,  fourth  and  fifth  received  other  prizes  of 
value. 

Contestants  were  instructed  to  take  several  sheets  of  paper, 
ruled  for  names  and  addresses.  These  sheets  were  pasted  to- 
gether and  at  the  top  was  placed  an  advertisement  which  was  to 
be  read  by  the  persons  who  signed  their  names  below.  The  com- 
petitors were  governed  by  the  following  conditions: 

Contestants  must  send  in  their  lists  of  signatures  once  each 
week  so  we  may  compare  and  examine  them. 

**We  reserve  the  right  to  erase  duplicate  signatures,  to  dis- 
qualify dishonest  contestants  and  throw  out  stuffed  lists. 

"Successful  contestants  will  be  required  to  make  affidavit 
before  a  notary  as  to  the  genuineness  of  their  lists.  (This  will 
be  in  addition  to  our  examinations.) 

"No  signatures  of  people  under  eighteen  years  of  age  or 
more  than  one  in  a  family  are  to  be  accepted. 

"Friends  of  the  contestants  are  privileged  to  start  lists  and 
secure  signatures  for  them." 

273.  Drawing  Attention  to  Ads — Any  scheme  is  a  good  one 
that  will  induce  the  public  to  pay  special  attention  to  a  merchant's 
advertisements.  The  IXL  Clothing  store  of  Stockton,  Cal.,  ac- 
complished this  in  a  new  way.  Their  plan  is  explained  in  the 
following  clipping  from  one  of  their  advertisements. 

"We  want  your  opinion  and  will  pay  for  it.  We  publish, 
as  you  know,  a  new  picture  every  other  day  in  our  newspaper  ad- 
vertising. We  have  all  kinds  of  pictures :  Comic,  pretty,  histor- 
ical, fashions,  portraits,  decorative.  Now  we  want  to  find  out 
the  kind  you  like  the  best  and  will  pay  for  the  information — Ten 
prizes. 

Cut  out  our  advertisements  every  other  day  during  Novem- 
ber; mark  with  a  cross  (X)  the  four  pictures  you  like  the  best; 
place  the  clippings  in  an  envelope,  your  name  and  address  in- 
side and  send  the  envelope  to  our  store  before  December  2. 


CONTESTS 


227 


All  the  envelopes  will  be  thrown  on  a  table  face  down,  and 
in  the  presence  of  three  representative  business  men,  ten  .envel- 
opes will  be  picked  out  at  random.  The  first  envelope  opened  will 
receive  a  suit  case ;  the  second,  a  fine  fur  hat ;  the  third,  a  leather 
traveling  bag ;  the  fourth,  a  silk  reefer ;  the  fifth,  sixth  and  sev- 
enth, silk  suspenders;  the  eighth,  ninth  and  tenth,  silk  umbrel- 
las." 

274.  A  Store  Arrangement  Contest— White  &  Davis,  of 
Pueblo,  Col.,  altered  and  enlarged  their  store.  To  interest  peo- 
ple in  the  event  they  offered  some  valuable  prizes  for  suggestions 
as  to  the  arrangement  of  the  new  store.  Also  two  new  depart- 
ments were  added  and  prizes  were  offered  to  the  two  ladies  who 


imp 


Tut  nuamrtr 


SmeSTtM. 


Prizes 

For  (L  Little 

Help 

In  Arranging 

The  New  Store 

Wc  have  b«en  pumsllnv  our  baadt  •ftcnit  tbr  floor  ptaa  if  mm 
•ftluTvd  storr.  In  (u-t.  w«  havr  b6  rvunr  ttottktaa  lliat  «•(■■« 
wlllliiC  to  P*r  •om«  of  our  rrl«nA«  to  sh«rc  tfcom  vtm  1K  •■tf 
Utink  Ukerc  «r«  many  pooptc  who  cM.rt  Nrtp  iw  Ottt  In  i 
iost  whei'v  is  best  to  put  our  •cvcrai  departnwais.  wtUi  I 


ary  flxturvo.     So  wc  oSm" 


First  Prize  of  $25  in  Gold 

A  Second  Prize.  $1000  in  Gold 

For  tflMsratna  vhowinc  mmx  «•  •b&U  eowiatr  on%acHMlM  'mt 
4*pitrtin«nu.  atoiM  and  Axfcna.  Aw«fe  vlano  afewtU  cwm^ntmmt 
two  ii«w  departments  of  ladtts'  apparel.  Decfakan  wm  W  mm^ 
upon  the  merits  of  the  arrancemenL  btit  dr««-|nsa  alM«M  bo 
neatly  and  cicaMr  made  upon  sood  poper  or  Briatal  bawd,  tlwi 
icstania  may  consider  themselves  fros  to  Uapact  our  vnnas 
Boer  anrnnceoicnt  as  mucll  aa  d«aire4. 

Prizes  For  Ladies  Only 


rtrml  Trim    ClMrtc»  of  oar  tl«  Silk  UmbrvOu 

Second  PHs»— Chotc*  •(  our  H  Pklent  LtotlMr  Bbooa. 

rtf  nrw  Moro  •in  iMTi   room  for     TWO     NEW     DB 


>AIIT' 


MCNTS  or  LJkPIEIS'  APPAREl  Wlul  ihlll  tlwr  k>?  PW- 
hmvm  iht  U41M  know  wt&t  onm  ar«  in«a>a  la  Pmkik  To  tlw 
ladles  who  snraoM  UM  doportmonta  whlca  wo  ahall  «arM»  ko 
add.  itlvlnc  thr  beat  raaaoM  why  ac  akould  add  cknk  tta  afeaw 

pnSM    will   b«  CtVOB. 

Aa  iltii  ta4  tunmt  to  k«U  Uh  tkcn  tnnti  wffl  to 
cnrtkd  la  tkt  dtAtr  •(  tMr  ncaifi.  O*  *at  agt  jti —mm 
to  tkd«  tot  tat  ran  iMw  la  »  MtM  laMtsft  imt  mdmt 
Witt  Od  ptea  or  tannt. 

ADDU88  TO  ADVXSTISIlfO  DETAkTMnT.  WSDB 
k  SATIS  *ad  toan  at  aaakiat'a  4dak  «  aajL 


had  the  best  suggestions  as  to  what  the  new  departments  should 
be.  The  accompanying  reproduction  is  clipped  from  the  corner 
of  a  full  page  advertisement  of  an  alteration  sale.  White  & 
Davis  say  that  the  contest  proved  a  great  success  and  many  re- 
sponses came  in. 


» 


f 


■Jiufitii'iTTiirTrrntr'r 


my 


I 


228 


SALES  PLANS 


275.  A  Photographic  Contest — A  store  in  San  Francisco  ex- 
cited enthusiastic  rivalry  among  the  amateur  photographers  of 
that  city  by  offering  cash  prizes  aggregating  $ioo  for  the  best 
day  or  night  photograph  of  its  seven  story  building. 

The  first  prize  was  $30 ;  the  second,  $20  and  there  were  five 
others  of  $10  each.  The  competition  was  free  to  all  bona  fide 
amateurs,  no  purchase  of  goods  or  other  requirements  being  nec- 
essary to  participate. 

The  conditions  governing  the  judgment  of  the  pictures  were 
as  follows:  First,  lighting;  second,  chemical  quality;  third,  fin- 
ish of  print.  Enlargements  will  not  be  considered,  and  the  ama- 
teur must  own  the  camera.  The  photos  must  be  mounted  with- 
out any  name  or  address  on  the  back.  They  will  be  identified  by 
number,  and  the  names  and  addresses  recorded  in  a  book  when 
the  photos  are  submitted  at  the  store. 

276.  A  Prize  for  Fishermen — Bourne  &  Bond,  sporting 
goods  dealers  in  Louisville,  Ky.,  have  thought  out  a  new  way  for 
bringing  probable  customers  into  their  store.  They  offer  a  hand- 
some gold  badge  to  the  fisherman  who  lands  the  largest  bass 
during  the  fishing  season.  The  following  conditions  govern  the 
contest : 

To  enter  as  a  contestant  for  this  prize  you  must  call  at  our 
place  of  business  and  register. 

Bass  must  be  caught  with  a  rod,  reel  and  line,  and  within 
100  miles  of  Louisville. 

The  fish  is  to  be  weighed  at  our  store,  319  West  Market 
street. 

The  button  will  be  presented  to  the  person  making  the  first 
catch  from  this  date,  and  he  to  be  the  holder  of  same  until  some 
one  making  a  larger  catch. 

At  the  end  of  the  season,  date  of  which  has  been  set  as 
October  15,  the  button  will  become  the  personal  property  of  the 
holder. 

277.  A  Writing  Contest — The  writing  contest  in  which  a 
prize  is  given  to  the  person  writing  a  given  sentence  on  a  postal 
card  the  greatest  number  of  times,  is  not  new  but  it  is  a  contest 


CONTESTS 


229 


that  usually  proves  popular.  It  has  some  value  too  as  an  adver- 
tisement for  a  person  who  has  written  a  phrase  several  hundred 
times  is  not  likely  to  forget  it  soon.  Hobson  &  Gove,  Jewelers 
and  Opticians  of  Washington,  Iowa,  used  this  kind  of  a  compe- 
tition.    The  conditions  were  as  follows: 

All  ladies  over  fifteen  years  of  age  may  compete  for  this  fine 
Ladies'  Gold  Watch.  The  one  who  writes  "Hobson  &  Gove, 
Jewelers  and  Opticians,"  the  greatest  number  of  times  on  the 
back  of  a  postal  card,  will  receive  the  watch.  The  writing  must 
be  legible,  otherwise  the  card  will  not  be  considered.  Each  card 
must  bear  the  name  of  the  contestant,  also.  -  The  address  side 
of  the  card  must  not  be  used  for  any  purpose  excepting  to  ad- 
dress Hobson  &  Gove,  Washington,  la. 

278.  A  Suggestion  Contest — Edwards  &  Nichols,  shoe  deal- 
ers, in  Mason  City,  la.,  used  this  scheme  to  get  ideas  for  an  an- 
niversary celebration.  The  following  is  quoted  from  an  advertise- 
ment : 

"Saturday,  October  15th,  is  our  first  anniversary,  and  to  the 
one  giving  us  the  best  suggestions  for  the  purpose  of  celebrating 
that  day,  we  to  be  the  judges,  we  will  give,  free,  their  choice  of 
any  $4.00  shoe  or  under,  in  stock.  All  suggestions  must  be  in 
writing,  properly  signed  and  handed  or  mailed  to  us  on  or  before 
Oct.  1st.  Suggestions  are  now  pouring  in — ^better  send  us  one, 
it  costs  you  nothing. 

279.  An  Essay  Contest — The  Douglass  Dry  Goods  Co., 
Boone,  la.,  offered  a  prize  of  a  fine  silk  dress  pattern  to  the  young 
lady  who  would  write  the  best  essay  on  the  subject,  "How  the 
Douglass  Dry  Goods  Co.  Came  to  Make  Such  a  Success."  The 
contest  aroused  considerable  interest  and  there  were  numerous 
competitors.  The  essays  were  handed  in  sealed  in  an  envelope, 
and  the  name  of  the  competitor  was  enclosed  in  another  envelope, 
so  that  the  awards  were  made  without  knowledge  of  who  had 
written  the  various  essays.    Three  school  teachers  acted  as  judges. 

280.  A  Word  Bnilding  Contest— W.  E.  Stofflet,  a  jeweler 
in  Shamokin,  Pa.,  gave  a  valuable  clock  to  the  person  who  con- 


1 


II 


1 


n 


I! 


230 


SALES  PLANS 


structed  the  greatest  number  of  English  words  from  the  sentence : 
*'Wm.  E.  Stofflet,  Jeweler  and  Optician."  Letters  were  allowed 
to  be  used  only  as  often  as  they  appeared  in  the  sentence.  An- 
other firm  which  used  this  idea  is  Sourwine,  Kuhns  &  Kerschner, 
of  Allentown,  Pa.  They  offered  a  suit  of  clothes  to  the  person 
making  the  greatest  number  of  words  from  their  name.  The 
prize  was  won  by  a  12  year  old  boy  who  made  2,058  words  from 
the  name. 

281.  A  Doll  Naming  Contest — A  New  England  merchant 
has  been  conducting  for  some  time  what  he  advertises  as  *'Doll 
Naming  Contests."  An  elaborately  dressed  wax  doll  is  placed  in 
the  show  window.  A  large  show  card  explains  that  the  doll  has 
been  named  after  some  Bible  character  and  the  first  person  guess- 
ing the  correct  name  receives  the  doll  and  a  two  dollar  bill.  A 
guess  is  given  with  every  purchase  amounting  to  fifty  cents.  As 
soon  as  one  doll  is  taken  away  another  is  put  in  the  window. 

282.  An  Ad  Clipping  Contest — Longley's  Clothing  Store  in 
Woonsocket,  R.  I.,  offered  prizes  to  the  man  and  boy  who  clipped 
and  returned  the  greatest  number  of  the  storeys  advertise- 
ments appearing  in  three  papers  between  April  i  and  June  i. 
The  man  who  brought  in  the  most  ads  was  given  a  good  suit  of 
clothes  and  the  boy  under  16  years  of  age  who  collected  the 
greatest  number  was  given  his  choice  of  any  suit  in  the  Boys' 
Department. 

283.  A  Pie  Baking  Contest — W.  E.  Heskett,  a  furniture 
dealer  in  Columbus,  O.,  offered  a  $24  steel  range  to  the  woman 
making  and  baking  the  best  pumpkin  pie  upon  a  range  in  his 
store.  Over  two  hundred  pies  were  entered  in  the  contest  3.\A  all 
of  them  were  baked  at  Heskett's  store  under  the  supervision  of 
the  various  contestants.  The  judges  were  four  representatives  of 
the  daily  press  of  Columbus.  The  pies  entered  in  the  contest 
were  distributed  among  the  Salvation  Army  and  the  various 
charitable  institutions  of  the  city. 

284.  A  Proofreading  Contest — E.  Nahm  &  Co.,  clothiers  in 
Bowling  Green,  Ky.,  published  an   advertisement  containing  a 


CONTESTS 


231 


number  of  typographical  and  other  mistakes.  A  prize  of  $5.00 
in  gold  was  offered  to  the  first  boy  under  twelve  years  of  age 
who  handed  them  the  advertisement  as  it  should  have  been 
printed.  Quite  a  number  of  boys  tried  for  the  prize.  The  en- 
velopes containing  the  corrected  ad  were  stamped  with  the  date 
and  hour  of  receipt. 


^ 


285.  Prizes  for  Pretty  Children — Chapman  &  Co.'s  Depart- 
ment Store  in  Brooklyn,  is  advertising  its  photograph  gallery  by 
offering  $100  in  prizes  for  photographs  of  the  ten  prettiest  chil- 
dren. There  are  five  prizes  for  girls  and  five  for  boys.  It  is  un- 
necessary to  add  that  the  photographs  entered  in  the  contest  must 
be  taken  in  the  Chapman  studio. 

286.  A  Druggist's  Contest — F.  B.  Lillie  &  Co.'s  drug  store 
in  Guthrie,  Okla.,  placed  twenty  specimens  of  common  drugs  in 
one  of  the  windows  and  offered  $5  in  gold  to  the  person  who 
first  handed  in  the  correct  names  for  all  of  them.  Other  prizes 
were  offered  to  the  second  and  third  contestants. 

287.  A  Jingle  Contest — The  Busy  Boston  Store,  Marion, 
Tnd.,  recently  offered  a  prize  of  $5  for  the  best  jingle  or  poem  of 
twelve  lines  or  less  concerning  the  store.  The  verses  were  pub- 
lishd  in  the  papers. 


288.  A  Queer  Contest— W.  W.  Wilkins  &  Co.,  Newkirk, 
O.  T.,  displayed  four  worn  hats  in  one  of  their  windows  and 
offered  a  new  hat  to  the  three  persons  guessing  nearest  to  who 
wore  them. 

289.  A  Co-Operative  Pnmpkin  Contest — Pumpkin  contests 
of  different  kinds  are  not  new  but  the  contests  conducted  by 
Hertzler  &  Boesch  of  Burlington,  la.,  have  several  elements  of 
newness.  This  firm  conducts  an  annual  "Pumpkin  Growing  Con- 
test" from  which  they  get  an  immense  amount  of  good  adver- 
tising at  a  cost  that  is  purely  nominal.    This  sort  of  a  competition 


ii 


I 


M  si 


; 


I'! 


1      f 


I 


232 


SALES  PLANS 


appeals  to  the  farmer  and  could  be  adapted  with  benefit  by  any 
merchant  who  draws  his  trade  from  the  agriculturist. 

The  principal  feature  in  which  the  Hertzler  &  Boesch  con- 
test diflPers  from  others,  is  the  co-operative  method  of  giving  the 
prizes.  Instead  of  donating  all  the  prizes  themselves,  this  firm 
gets  a  dozen  or  more  other  merchants  in  non-competitive  lines  of 
business  to  give  one  prize  each.  This  divides  up  the  expense  and 
does  not  detract  in  the  least  from  the  value  of  the  advertisement 
to  Hertzler  &  Boesch. 

It  is  manifest  that  a  dozen  merchants  together  can  afford  to 
give  a  great  deal  more  money  for  a  scheme  of  this  kind  than  one 
merchant  could  give  individually.  Thus,  instead  of  one  or  two 
prizes  a  long  list  is  offered  and  the  interest  in  the  scheme  is  in- 
creased proportionately.  In  the  spring,  fourteen  prizes  of  the 
aggregate  value  of  $180.00  were  offered  to  the  farmers  raising 
the  heaviest  pumpkins  from  seeds  supplied  by  Hertzler  &  Boesch. 
The  seeds  were  given  free. 

The  following  is  a  list  of  the  prizes  offered : 

1st. — One  steel  Range  worth  $50.00. 

2nd. — A  Bicycle   worth  $25.00. 

3rd. — A  Hot   Blast    Stove   worth   $20.00. 

4th. — A  suit  of  clothes  worth  $18.00. 

5th. — Dry  goods   to  the  value   of  $i5.oa 

6th. — A  clock  valued  at  $10.50. 

7th. — A  harrow  worth  $10.00. 

8th. — Dry  goods  to  the  value  of  $8.00. 

9th. — A  i2-piece  bed  room  toilet  set  worth  $5.00. 
loth. — One  year's  subscription  to  daily  paper, 
nth. — Ten  pounds  best  Mocha  coffee  worth  $3.00. 
I2th. — One  pair  of  boots  worth  $3.00. 
13th. — One  pair  of  ladies'  rubber  boots   worth  $2.00. 
14th. — One  pair  of  men's  plow  shoes  worth  $1.50 

This  is  a  list  of  prizes  that  would  appeal  to  any  farmer. 
There  were  very  few  conditions  to  the  contest;  all  that  was  re- 
quired was  that  the  contestant  should  raise  the  pumpkin  he  entered 
■from  seed  furnished  by  Hertzler  &  Boesch  and  that  he  should 
deliver  the  pumpkin  to  their  store  on  a  specified  date.  Only  one 
pumpkin  was  allowed  to  each  contestant. 

In  advertising  the  competition,  the  newspapers  were  used 
liberally  but  the  chief  means  of  gaining  publicity  was  through  a 


CONTESTS 


233 


four  page  12  x  18  circular  called  "The  Hustler."  This  circular 
contains  a  full  statement  of  the  conditions  of  the  contest  together 
with  a  list  of  the  prizes  and  the  names  of  the  donors.  The  prizes 
were  all  described  fully.  *'The  Hustler"  is  published  by  Hertzler 
&  Boesch  individually  and  aside  from  the  pumpkin  contest  news, 
there  is  also  a  good  deal  of  advertising  for  their  store.  However, 
each  of  the  other  firms  donating  a  prize  is  represented  by  a  lib- 
eral allowance  of  space.  There  is  also  quite  a  little  reading  mat- 
ter of  a  humorous  nature  scattered  among  the  ads  and  reading 
notices. 

About  the  first  of  March  a  quantity  of  pumpkin  seed  and 
copy  of  **The  Hustler"  are  sent  to  each  farmer  in  the  vicinity  of 
Burlington.  The  distribution  of  seeds  is  made  very  thorough  so 
that  no  one  will  be  missed.  In  September  a  fall  edition  of  "The 
Hustler"  is  issued  and  distributed.  The  fall  issue  is  similar  to  the 
spring  edition  and  calls  attention  to  the  coming  contest.  Large 
cards  bearing  the  words: 

OCT.    I4TH,    PUMPKIN   DAY   AT   HERTZLER   AND 
BOESCH'S  shoe  STORE. 

are  tacked  up  throughout  the  city  and  surrounding  country. 

It  is  a  red-letter  day  for  the  farmers  when  the  contest  is  de- 
cided. They  come  from  miles  around  and  from  all  directions. 
Hundreds  of  them  bring  in  pumpkins  and  hundreds  of  others  come 
to  see  the  fun.  A  lively  interest  is  taken  in  the  affair.  More 
than  two  hundred  pumpkins  were  dumped  out  in  front  of  Hertz- 
ler &  Boesch's  store  and  then  came  the  weighing.  A  luncheon  of 
pumpkin  pie,  coffee  and  hot  rolls  was  furnished  free  in  the  rooms 
over  the  store  and  last  year  between  three  and  four  hundred 
families  were   served. 

It  is  one  of  the  conditions  of  the  competition  that  the  exhibi- 
tors retain  the  ownership  of  the  pumpkins  and  they  will  be  re- 
turned to  them  if  called  for.  Very  few  of  them  are  called  for 
however  and  after  exhibiting  them  for  several  days,  an  advertise- 
ment is  inserted  in  the  papers  stating  that  any  person  calling  at 
the  store  at  a  stated  time  will  be  given  a  pumpkin  free.  This 
offer  is  responded  to  enthusiastically  and  results  in  more  advertis- 
ing, as  mammoth  pumpkins  may  soon  be  seen  rolling  away  from 
the  store  in  all  directions.    They  are  too  heavy  to  carry  any  dis- 


I 


234 


SALES  PLANS 


r 


tance  and  an  hour  afterward  boys  may  be  seen  rolling  pumpkins, 
blocks  away. 

290.  Another  Pumpkin  Scheme — Here  is  anotker  pumpkin 
plan  which  was  managed  in  a  different  way,  but  which  was  equally 
successful.  It  was  conducted  by  A.  Appel  &  Co.,  of  Rockford, 
111.,  and  they  were  very  well  pleased  with  the  results. 

In  the  latter  part  of  May  a  package  of  pumpkin  seeds  and  the 
accompanying  letter  were  mailed  to  a  large  list  of  farmers  in  the 
vicinity  of  Rockford.    During  the  summer,  the  contest  was  adver- 


I', 


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Tu. 


Rockford.  !11..  May  18.  1903. 


To  Our  Friondo  and  Fatrono  t 


touyno  doubt,  kavt  already  heard,  thnugh  tkt  ntkepaptrt  and  other  $ourt4*, 
ef  Soek/ord't  ntiiitt  tmdiHf  place. 

Though  hut  lately  ettabliehed  hsre,  we  have  made  many  frienJi  and  patron* 
ieeaiiie  of  out^ determination  to  give  the  mneeee  good  rellabU  marchandls*  Of 
right  priets. 

In  order  that  you  may  underetand  and  appretlate  our  waye  and  our  up-lo-dat« 
methede  of  doing  bueineee  we  are  going  to  tell  you  eomething  about  euritloee. 

Wehave'by  far,  the  beet  store  in  Kotkford—it  ie  th*  "Great  Store" of  Koctcford. 
J^ple  who  have  $een  our  store  nnd  our  stock  pronounce  it  euch.  "Hockfard  hat 
long  b**n  in  neod  of  a  stor*  Ilk*  App»l'*"  —  this  remark  we  hear  every  daw 
— and  it  is,  because  we  are  striving  to  gtve  the  people  what  thty  want — a  homelike 
plait  in  which  to  do  their  trading,  where,  for  their  comfort  and  rest,  many  aeeent- 
modations  are  provided  and  placed  fHely  at  their  disposal. 

ffe  cordially  extend  to  you  an  invitation  to  make  thie  etore  your  "fMod* 
qmQrttrs" 'whenever  you  visit  this  city.  We  have  check  rooms,  rest  rooms,  teilet 
rooms,  telephonee,  etc.,  the  use  of  which  you  may  freely  enjoy.  You  get  very  tired 
in  carrying  'your  bundles  <^ut  town.  Come  in  and  let  us  cheek  them  for  you; 
or  if  you  wish  to  enjoy  a  quiet  hour's  rest,  au-ay  from  the  crowded  streets,  we  invite 
you  to  make  our  "Rest  Room"  your  "Home."  If  you  bring  your  lunches  along 
tvilA  you,  you  may  eat  here.  IVe  have  provided  tables  for  that  purpose.  In  fact, 
it  ie  our  earnest  wish  that  you  come  here  and  feel  as  though  this  were  part  of 
fomr  store. 

Of  course  you  will  want  to  see  the  President  on  the  3rd  of  June.  That  will  ft* 
"Roosevelt  1>ap"in  Rockford.  We  will  make  preparatione  te  receive  yew. 
you  may  be  sure  of  a  wrleoine  here. 

We  herewith  eneloee  you  some  pumplUn  seed,  ftant  theee  now,  and  in  order  H 
berome  acquaintetl  with  you  atid  to  have  you,  keep  ut  in  mind,  we  make  yets  tk» 
following  offer; 

Oi  Tkarilty.  Oct*ttr  ttt,  of  tkit  irttr, 
W*  will  wy  to  mt  MfMi  briif li(  to  oor  Mort  tM  UrfCH  raaikli.  tk«  «■■  ef  tlS  00 

Wc  will  gi>  to  tht  ptraoi  OrlKlif  to  oor  Mort  tko  ttcoii  LorrtM  Fuinio.  tko  «•■  of    IS.O* 
Wt  will  oiy  to  tk.  tenet  krloflof  to  oor  uoro  tko  tklrl  LorrtM  Poaiklo.  tko  Ma  of 
Wo  will  Biy  to  tkc  ocnoo  krioflar  to  oar  itoro  tk*  fOarik  Larrtat  faaokla.  tk*  na  of 
Wo  win  pay  to  tk*  ttraoa  triaf  lit  to  our  (tart  tk*  flfik  Urrtat  raaokla.  Ike  soa  of 
Wa  will  My  ta  to*  *«r*oa  kriarlat  to  oar  star*  tk*  aliik  Larf  <si  raaokla.  ik*  ioa  of 
W*  will  oty  to  tk*  ocnoo  kriof  lof  to  oor  ator*  tko  Uctutt  Poapkla.  a  orlia  of 

The  prize  pumpkins  to  become  our  property.  Au-arde  will  be  made  ou  Thure' 
day,  October  8th,  1903.  All'  pumpkins  to  be  en  exhibition  not  later  than  10 
jo'cloek  a.  m.,  of  above  date. 

Three  well  known  gentlemen,  nhote  names  we  wili  aititoitno*  later,  will  ae$ 
ns  Judgee. 

Pumpkins  will  be  weighed  and  prises  will  be  awarded  accordingly. 

And  now  that  you  know  something  about  us  and  jur  store,  we  ask  you.  %thtt 
not  trade  her* T  Our  goods  are  all  new  and  stylish.  Our  immense  buying  facil- 
itiee  make  it  possible  for  us  to  undersell  any  merenntile  concern  in  this  city,  tour 
trading  will  be  done  with  a  guarantee  that  the  prieee  you  pay  here  are  the  eerjf 
lowest  in  the  city,     lour  money  back  if  you  want  it. 

JViMtta/  te  weleeme  you  in  etsr  Iters  in  the  near  future,  we  art, 

Jtespeetfully  yours. 


It.  00 
S.M 

100 
2  00 
S.OO 


tised  in  various  ways  and  a  great  deal  of  interest  was  taken  in  it, 
especially  by  the  farmers.  In  October  when  the  appointed  day  for 
judging  the  pumpkins  arrived,  the  sight  was  truly  astonishing. 


li  ^< 


CONTESTS 


235 


The  entire  sixty-five  feet  frontage  of  the  Appel  store  was  literally 
blockaded  with  pumpkins  of  all  kinds,  weighing  from  50  to  116 
pounds.  The  interest  in  the  exhibit  was  so  great  that  the  services 
of  several  policemen  were  required  to  keep  the  street  open  for 
traffic. 

All  exhibitors  of  pumpkins  were  given  free  meal  tickets  for 
dinner,  and  after  the  pumpkins  had  been  weighed  and  the  prizes 
awarded  by  the  judges  another  feature  was  announced.  This  was 
a  guessing  contest  as  to  the  number  of  seeds  in  the  largest  prize 
pumpkin.  A  pair  of  $3.50  shoes,  a  pair  of  $2.50  shoes  and  a  pair 
of  $2aOO  shoes  were  offered  as  first,  second  and  third  prizes  to  the 
persons  who  guessed  nearest  to  the  correct  number  of  seeds  in 
the  big  pumpkin. 

The  guessing  contest  was  successfully  carried'through,  but 
the  advertising  possibilities  of  the  pumpkins  were  by  no  means 
exhausted,  and  about  two  weeks  later,  Appel  &  Co.  announced  a 
grand  pie  baking  contest.    The  following  notice  was  issued : 

PIE  PROCLAMATIONa 

On  October  29th,  Aa  Appel  &  Co.  will  hold  a  Pumpkin  Pie  Contest, 
open  to  all  servants  and  cooking  maids  of  the  city. 

The  contest  will  be  conducted  as  follows: 

All  those  desiring  to  enter  should  call  at  our  store  several  days  before 
Thursday. 

Those  entering  the  contest  must  furnish  a  voucher,  signed  by  their 
employer,  certifying  them  to  be  employed  in  the  capacity  of  servants  or 
cooking  maids. 

Ten  cents  will  be  paid  for  every  pie  entered  in  the  contest. 

On  October  29th  we  will  give  the  servant  girl  or  cook  bringing 
the  best  pie  a  prize  of  $5.00. 

To  the  servant  girl  or  cook  bringing  the  second  best  pie,  we  will 
give  a  second  prize  of  $3.00. 

To  the  servant  girl  or  cook  bringing  the  third  best  pie,  we  will  give 
a  prize  of  $2.00. 

To  those  bringing  the  next  ten  best  pies,  we  will  pay  $1   apiece. 

Pies  will  be  distributed  free  on  the  following  day  to  the  newsboys 
of  the  city. 

The  judges  will  be  three   well  known  gentlemen  of  this  city. 

The  newspapers  of  Rockford  devoted  a  great  deal  of  space  to 
"write  ups"  of  the  various  contests,  and  they  were  otherwise  given 
much  publicity.  There  were  many  humorous  features  which 
helped  to  make  the  series  of  contests  an  unqualified  success  as  an 


I 


1 


I 


t 


1 41 
41 


236 


SALES  PLANS 


advertising  venture.  They  were  particularly  useful  in  extending 
the  store's  acquaintance  among  the  farmers  within  a  radius  of 
thirty  to  forty  miles  arpund  Rockford. 

291.  Another  Pumpkin  Plan — That  pumpkin  growing  con- 
tests are  a  good  advertising  venture  is  also  testified  to  by  The 
Garfield  Clothing  Store  of  Des  Moines,  la.  Every  Autumn  for 
the  last  twenty  years  this  store  has  held  a  contest  offering  three 
prizes  to  be  competed  for  by  the  farmers  and  gardners  of  that 
locality. 

Every  Spring  the  Garfield  Store  distributes  free  seed  and  the 
event  attracts  hundreds  of  farmers  each  years.  The  pumpkins  are 
brought  to  the  store  on  a  specified  day  and  are  turned  over  to  a 
committee  of  prominent  citizens  for  weighing.  The  committee 
first  weighs  the  pumpkin  on  a  tested  scale.  It  is  then  cut  open  to 
see  that  every  thing  is  natural  and  that  there  is  no  trickery  by  false 
weighting.  The  seeds  are  then  taken  out  and  preserved  until  the 
following  spring  when  they  are  distributed  for  planting  in  the 
next  annual  contest.  The  prizes  for  this  contest  are ;  first,  a  $15.00 
suit ;  second,  a  $10.00  suit ;  third,  a  $3.00  hat. 

292.  Com  Contests — Merchants  who  draw  trade  from  an  ag- 
ricultural community  find  "corn  contests"  an  excellent  means  of 
arousing  interest  among  the  farmers.  Following  are  a  number 
of  schemes,  all  more  or  less  similar,  that  have  been  used  by  mer- 
chants in  various  parts  of  the  country: 

An  Iowa  merchant  has  been  conducting  an  annual  corn  grow- 
ing contest  for  several  years  and  he  says  that  the  advertising 
he  has  had  from  the  scheme  is  out  of  all  proportion  to  the  cost. 
He  gives  merchandise  prizes  amounting  to  about  $50  to  the  boys 
that  raise  the  largest  ears  of  corn  from  seeds  which  he  furnishes. 
In  the  spring  he  has  made  up  a  large  number  of  packages  con- 
taining 500  grains  of  corn.  One  of  these  is  given  free  to  any  boy 
who  calls  for  it  and  registers  his  name  as  a  competitor  in  the  con- 
test. With  each  package  is  enclosed  a  good  sized  circular  stating 
the  terms  of  the  contest  and  incidentally  tooting  the  merchant's 
horn  a  little.  In  the  spring  a  window  display  is  made  of  the  pack- 
ages and  in  the  fall  there  is  another  display  of  the  competing 


CONTESTS 


237 


specimens  of  corn.    The  farmers  take  considerable  interest  in  the 
contest  and  it  is  much  talked  about. 

"Rube,  the  Clothier,"  of  Des  Moines,  la.,  offered  $15,  $7 
and  $3  in  gold  for  the  three  largest  ears  of  corn,  with  no  limit  to 
the  species  or  the  quantity  to  be  entered  by  any  contestant.  It 
was  required  that  the  corn  be  delivered  on  or  before  November 
10.  It  was  then  hung  up  in  the  store  to  dry  until  November  25, 
at  which  time  it  was  weighed  and  the  prizes  awarded  by  a  com- 
mittee. Each  exhibit  was  labeled  with  the  exhibitor's  name,  and 
after  the  prizes  had  been  awarded,  the  com  was  displayed  for 

several  days. 

George  N.  Buck,  a  clothier  of  Mattoon,  111.',  gave  a  woman's 
$15  coat  for  the  best  ten  ears  of  corn ;  a  $5  fur  scraf  for  the  second 
best,  and  a  $4  hat  for  the  third  best. 

Chris  Magnussen,  of  CUnton,  la.,  gave  a  $15  shot  gun  to 
the  person  bringing  in  the  four  largest  and  heaviest  ears  of  corn 
before  December  10. 

H.  M.  Barnhart,  of  What  Cheer,  la.,  gave  three  prizes  of 
goods  valued  at  $5,  $3  and  $2  for  the  three  best  ears  of  com  de- 
livered to  his  store  before  December  i. 

M.  C.  Wilcox,  a  hardware  dealer  in  Griswold,  la.,  gave  a 
stove  worth  $18  as  a  prize  for  the  largest  ears  of  corn.  A  rifle 
was  given  as  a  second  prize.  Each  contestant  was  required  to 
submit  fifteen  ears. 

J.  H.  Boord,  a  shoe  dealer  in  Covington,  Ind.,  gave  $5  in 
gold  for  the  best  twenty  ears  of  yellow  corn  and  the  same  amount 
for  the  best  twenty  ears  of  white  corn. 


i 


i 


1 


'  i. 


\  u 


CHAPTER  XII. 
NEEDLEWORK  CONTESTS. 

There  is  a  better  profit  to  be  made  from  fancywork  and  em- 
broidery materials  than  from  almost  any  other  goods  sold  by  a 
dry  goods  store.  Why  is  it,  then,  that  so  few  merchants  make 
any  special  effort  to* push  these  lines?  In  the  average  store  ir* 
a  city  of  moderate  size,  the  department  of  fancy-work,  etc.,  is  con- 
ducted in  a  most  perfunctory  way.  A  more  or  less  complete  line  oi 
staple  goods  is  carried.  These,  however,  are  expected  to  sell 
themselves,  and  beyond  show  case  displays  no  effort  is  made  to 
push  them.  Rarely  indeed,  does  the  fancy-work  department  get 
any  representation  in  the  store's  advertising. 

It  is  largely  owing  to  these  conditions  that  several  large  east- 
ern mail  order  houses  have  made  immense  fortunes  selling  em- 
broidery materials  and  kindred  goods  to  women  all  over  the 
country,  who  could  not  or  thought  they  could  not  get  what  they 
wanted  from  the  home  stores.  It  may  be  stated,  incidentally,  that 
thousands  of  women  who  began  by  buying  embroidery  materials 
by  mail,  have  become  chronic  mail  order  buyers.  Now,  no  mer- 
chant can  afford  to  have  his  customers  sending  away  for  goods 
that  he  should  carry,  but  does  not.  But  aside  from  that  phase  of 
the  question,  as  was  said  in  the  beginning,  fancy-goods  pay  a  good 
profit,  so  there  are  two  excellent  reasons  for  making  the  most  of 
this  class  of  goods. 

One  of  the  best  ways  of  advertising  an  embroidery  and  fancy- 
work  department  is  to  occasionally  employ  a  professional  instruc- 
tor to  demonstrate  the  uses  of  the  various  materials  and  to  give 
free  lessons  to  customers  in  the  latest  stitches.  If  a  competent 
teacher  is  employed  and  the  free  lessons  are  given  a  reasonable 


NEEDLEWORK  CONTESTS 


239 


amount  of  publicity,  the  extra  sales  of  materials  will  more  than 
pay  expenses  and  the  advertisement  will  have  a  permanent  value 
as  sales  will  continue  in  this  department  long  after  the  free  lessons 
have  ceased.  Merchants  who  have  tried  this  plan  have  almost 
invariably  found  that  it  pays  even  better  than  they  had  expected. 

293.  Advertising  a  Fancy  Work  Department — ^J.  Gelino's 
dry  goods  store  in  Kankakee,  111.,  held  an  embroidery  and  fancy- 
work  event  that  was  a  great  success.  They  have  the  following  to 
say  of  it: 

'The  event  was  advertised  as  combining. three  prominent 
features ;  namely,  an  extensive  display  of  finished  pieces ;  lessons 
in  needlework  given  free  of  charge  by  an  expert,  and  a  competi- 
tive exhibit.  Our  art  department  being  located  on  aH  upper  floor 
and  the  event  coming  off  in  the  month  of  February,  it  was  an  easy 
matter  to  make  room  for  carrying  out  the  first  feature. 

'The  millinery  section,  adjacent  to  the  art  department,  was 
used  for  the  purpose  of  showing  a  large  number  of  finished  pieces 
furnished  by  art  supply  houses  with  which  we  do  business.  Vis- 
itors were  shown  the  display  by  ladies  in  attendance,  and  were 
generally  reminded  that  they  could  obtain  from  us  unfinished 
pieces  corresponding  to  those  on  display.  Many  good  sales  re- 
sulted. 

'The  second  feature — free  lessons  in  needlework — induced 
the  ladies  to  buy  all  of  their  materials  and  accessories  in  the  de- 
partment'in  order  to  learn  the  new  stitches  from  an  expert.  Dur- 
ing the  two  weeks'  engagement  of  the  expert,  sales  in  the  depart- 
ment increased  surprisingly  and  there  were  many  new  customers 
among  the  visitors. 

"The  third  feature — a  competitive  exhibit — resulted  in  many 
entries,  among  which  were  some  pieces  of  exceptional  merit.  The 
amount  of  $50.00  offered  in  prizes  was  divided  among  two  classes. 
The  first  was  open  to  anyone  who  might  desire  to  exhibit  and  the 
second  was  restricted  to  pieces  begun  during  the  expert's  engage- 
ment in  the  department.  The  various  kinds  of  needlework  ac- 
cepted included  Mountmellick,  Solid  Embroidery,  Hardanger, 
English  Eyelet,  Honiton  and  Battenburg.  The  judging  was  done 
by  three  well  qualified  persons  selected  for  that  purpose. 


I 


n  ' 


I 


■■;! 

it  a 


0 


I  n 


S     ; 


240 


SALES  PLANS 


*'In  conclusion,  we  can  say  that  the  extra  business  obtained 
by  the  department  more  than  paid  the  expenses  incurred  by  the 
event.  The  advertising  resulting  for  the  whole  store,  we  consider 
of  lasting  benefit'* 

294.  A  Fancy  Work  Competition — Hochschild,  Kohn  &  Co., 
Baltimore,  conduct  an  annual  competitive  exposition  for  amateur 
workers  in  art  embroidery,  lace  work  and  wool  work.  The  fol- 
lowing from  an  announcement  of  theirs  will  explain  how  the  con- 
test is  managed: 

As  a  stimulus  for  amateur  workers  in  embroidery,  lace  and  wool, 
we  will  receive,  care  for  and  show  their  work,  and  will  award  cash  prizes 
as  stated  under  the  group  of  headings. 

Entry  Cards,  which  must  be  attached  to  each  piece  exhibited,  may 

be  had  at  the  store. 

Exhibitors  desiring  to  sell  their  articles  should  write  that  fact  on 
the  Entry  Cards,  and  state  price,  the  full  amount  of  which,  if  articles 
are  sold,  will  be  paid  over  to  them.  We  will  not  retain  any  commis- 
sion, or  make  any  charge  whatever  in  connection  with  selling  exhibited 
articles. 
Entries  for  the  Competitive  Exhibition  will  he  limited  to  the  following 

articles : 

GROUP  I. 
Ornamental  Embroidery. 
1st   Prize  $25,  2d  Prize  $10,  3d  Prize  $5,  4th  Prize  $2.50. 
Centerpieces,    Luncheon    Cloths,    Lambrequins,    Screens,    Panels   or    Pic- 
tures. 

GROUP  II. 

Dress  Embroidery. 

1st  Prize  $15,  2d  Prize  $10,  3d  Prize  $5. 

Waist  Patterns   (not  made  up),  Skirts,  Lingerie,  or  Children's  Dresses. 

GROUP  III. 

Wool  and  Worsted  Work. 

ist  Prize  $10,  2d  Prize  $5,  3d  Prize  $2.50. 

Knitted  or  Crocheted  Scarfs,  Afghans  or  Shawls. 

GROUP  IV. 

Lace  Work. 

I  St  Prize  $10,  2d  Prize  $5,  3d  Prize  $2.50. 

Lace    Centerpiece,    Luncheon    Cloths,    Scarfs,    Handkerchiefs,    Yokes   or 

Collars. 
RULES  TO  BE  OBSERVED. 
Any  woman  may  send  one  or  more  articles  for  competition  or  sale 
under  the  following  rules: 


1 


NEEDLEWORK  CONTESTS 


241 


1.  All  work  sent  for  competition  must  be  entirely  the  work  of  the 
competitor. 

2.  Each  article  must  be  new  and  clean,  and  not  shown  at  any  pre- 
vious exhibition. 

3.  Express  charges  both  ways  must  be  paid  by  the  exhibitor,  or 
if  packages  are  sent  by  mail,  stamps  must  be  enclosed  to  pay  return 
postage.     City  packages  must  be  brought  to  the  store. 

4.  All  articles  sent  should  be  carefully  wrapped,  and  delivered  to 
us  between  October  2  and  14,  1905. 

At  the  close  of  the  exhibition,  all  articles  unsold  will  be  returned 
to  the  owners. 

This  competitive  exhibition  is  intended  to  serve  as  a  stimulus  for 
amateurs  only,  and,  therefore,  excludes  the  following  persons: 

1.  Anyone  who  teaches  embroidery,  knitting  or  lace  making. 

2.  Anyone  who  follows  embroidery  or  knitting  as  a  profession. 

3.  Employes  of  this  or  any  other  store  dealing  in  art  embroidery. 
The   excellence   of  the   design   and   execution   of  the   work   will   be 

judged    by    competent    but    disinterested    persons,    whose    judgment    will 
not  be  subject  to  appeal. 

295.  Prizes  for  Embroidery  and  Lace  Work — A  contest  in 
needlework  including  art  embroidery  and  Lace  work  was  held  by 
Whitner's  Daylight  Store,  of  Reading,  Pa.  Prizes  of  $5,  $3  and 
$2  were  offered  to  the  persons  exhibiting  the  best  specimens  of 
Lace  work  and  similar  prizes  for  Art  Embroidery. 

The  only  restrictions  were  that  each  piece  sent  for  competi- 
tion should  be  the  work  of  the  exhibitor  and  professionals  were 
barred  from  the  competition.  The  completed  articles  were  dis- 
played in  a  section  of  the  store  set  apart  and  decorated  for  the 
purpose. 

The  exhibit  was  a  remarkably  fine  one  comprising  nearly 
three  hundred  pieces  and  aroused  a  good  deal  of  interest  among 
the  ladies  of  Reading.  This  sort  of  advertising  is  of  course  gen- 
eral in  its  nature  and  it  is  often  difficult  to  trace  results.  Still  it 
is  an  inexpensive  and  effective  way  of  keeping  up  interest  in  a 
store. 

296.  Prizes  for  Fancy  Work  Patterns— In  order  to  obtain 
a  variety  of  patterns  to  be  copied  by  their  customers  who  are  inter- 
ested in  Indian  bead  work,  A.  Appel  &  Co.,  of  Rockford,  111., 


r.      * 


H4 


1 


1^ 


11 


m  ^^ 


242 


SALES  PLANS 


oflFered  prizes  for  the  prettiest  and  best  made  article,  design  and 
workmanship  considered,  as  follows : 

"For  the  prettiest  and  best-made  Chatelaine  bag,  a  prize  of 

$3-00-  .         r 

"For  the  prettiest  and  best-made  Ladies'  belt,  a  prize  ot 

$2.00. 

"For  the  prettiest  and  best-made  Beaded  picture  frame,  a 

prize  of  $i.oo. 

"For  the  prettiest  and  best-made  Beaded  lamp  shade,  a  prize 

of  $i.oo.  . 

"For  the  prettiest  and  best-made  Beaded  purse,  a  prize  of 

$i.oo. 

"For  the  prettiest  and  best-made  Beaded  watch  fob,  a  prize 

of  $i.oo.  ,     ,    . 

"For  the  prettiest  and  best-made  Beaded  neck  chain,  a  prize 

of  $I.CXD. 

"Articles  must  be  entered  for  exhibition  by  December  I2. 
"Contest  will  end  and  prizes  awarded  on  Monday,  December 


12. 


>» 


CHAPTER  XIII. 
VOTING  CONTESTS^ 

The  voting  contest  as  a  factor  in  advertising  a  store,  is  as 
old  as  the  hills.  There  is  absolutely  no  end  to  the  ^variety  of  vot- 
ing contests  that  have  been  used  with  varying  degrees  of  suc- 
cess by  merchants  everywhere.  It  would  be  impossible  in  a  book 
of  this  size  to  attempt  anything  like  a  complete  list.  This  chap- 
ter, therefore,  has  been  confined  to  a  brief  but  suggestive  list  of 
contests,  containing  some  elements  of  newness. 

297.  A  Voting  Contest  for  Charity — The  Siegel-Cooper  Co. 
came  out  with  a  $io,ooo  scheme.  The  management  donated  that 
amount  to  the  various  charitable  institutions  in  Greater  New 
York.  Having  decided  upon  this  plan,  the  company  was  "con- 
fronted by  the  difficulty  of  determining  how  and  where  to  dis- 
tribute this  sum,  and  called  upon  its  customers  to  assist  in  the 
decision.  From  October  lo  to  January  31,  1905,  the  sales 
slips  received  by  each  customer  were  used  as  ballots  by  writing 
on  the  back  the  name  of  the  institution  they  desired  to  favor 
and  then  depositing  the  sales  slip  in  a  locked  box,  placed  in  a 
prominent  store  location,  before  the  latter  date.  Every  dollar 
represented  on  the  sales  slip  ballots  was  counted  as  one  vote. 
The  institution  receiving  the  largest  number  of  votes  received 
$1,000 ;  next,  $500 ;  $400 ;  $300 ;  $200 ;  and  the  next  76,  $100  each, 
making  $10,000  in  all.  A  committee  of  five  was  selected  from 
among  the  directors  of  five  charitable  institutions  of  New  York 
to  count  the  votes  and  make  the  awards. 

In  a  similar  manner.  Weinstock,  Lubin  &  Co.,  of  San  Fran- 
cisco, gave  $1,000,  divided  among  several  of  the  charitable  insti- 


I*li 


w 


\ 


.if 


?► 


244 


SALES  PLANS 


tutions  of  that  city.  The  charities  to  which  the  money  was  given 
were  decided  by  the  store's  customers,  a  vote  being  given  with 
every  purchase.  This  contest  proved  wonderfully  popular,  and 
during  the  first  week  more  than  40,000  votes  were  cast.  Wein- 
stock,  Lubin  &  Co.  were  quite  candid  about  their  scheme  and 
made  no  pretenses  that  it.  was  anything  other  than  a  matter  of 
business  enterprise. 

298.  Excursion  Trips  as  Prizes — George  I.  Kelly  &  Co., 
Waltham,  Mass.,  held  a  successful  and  popular  contest.  The  con- 
test was  conducted  in  much  the  same  way  as  similar  contests — its 
popularity  lay  in  the  desirability  of  the  prizes.  Every  ten  cents 
spent  at  the  store  entitled  the  purchaser  to  one  vote  which  had  to 
be  deposited  at  the  time  the  purchase  was  made.  There  were 
three  prizes  to  the  three  persons  getting  the  highest  number  of 
votes.     Each  prize  consisted  of  a  vacation  trip  for  two. 

The  first  prize  was  two  round  trip  tickets  to  any  one  of  six 
summer  resorts  all  of  them  at  a  considerable  distance  from  Walt- 
ham. 

The  second  prize  was  two  tickets  to  one  of  eight  resorts 
somewhat  closer  to  Waltham  and  the  third  prize  was  two  tickets 
to  resorts  still  less  distant.  The  tickets  were  all  good  for  two 
months.     A  little  folder  was  used  to  advertise  the  contest. 

299.  An  Anniversary  Contest — To  celebrate  their  twentieth 
anniversary,  the  store  of  William  G.  Brown  &  Company,  of 
Gloucester,  Mass.,  held  a  voting  contest  and  offered  prizes  of 
$300,  $200  and  $100  to  the  three  most  popular  ladies'  organiza- 
tions, lodges  or  auxiliaries.  With  every  purchase  of  25c  one 
vote  was  allowed.  About  ten  organizations  entered  the  contest, 
and  there  was  developed  a  sharp  rivalry  which  resulted  in  a 
great  increase  in  sales. 

A  novel  window  display  was  a  great  help  in  advertising  the 
affair.  In  a  large  show  window  the  entire  amount  of  the  money 
for  the  prizes,  six  hundred  dollars,  in  crisp  new  one  dollar  bills, 
was  displayed.  The  bills  were  strewn  about  the  window  in  all 
sorts  of  positions.  They  were  laid  on  the  floor,  displayed  on 
tables  and  suspended  from  the  ceiling  by  threads,  making  quite 


'4m 


VOTING  CONTESTS 


245 


an  imposing  display  of  wealth,  which  had  much  to  do  with  the 
success  of  the  contest. 

300.  A  Sample  Voting  Contest — The  following  paragraph 
appeared  in  the  advertisements  of  C.  Yetter,  Iowa  City,  la.: 

Special  Notice — The  little  girl  under  twelve  years  of  age  re- 
ceiving the  largest  number  of  votes  receives  a  beautiful  doll 
worth  $25.00. 

The  miss  or  woman  receiving  the  largest  number  of  votes 
receives  a  handsome  black  dress  pattern  worth' $20.00.  Ask  for 
your  votes  when  purchasing. 

In  explanation  of  his  plan,  Mr.  Yetter  writes  as  follow^s: 
*'This  is  the  second  year  that  we  have  conducted  this  kind  of  a 
contest.  We  give  one  vote  with  every  25c  purchase,  two  votes 
with  a  50c  purchase  and  so  on ;  in  fact,  with  every  quarter's  worth 
we  give  a  vote,  no  matter  how  large  the  bill  or  how  small.  It 
is  a  perfectly  legitimate  and  honorable  plan  of  business  and  we 
find  that  it  makes  things  very  interesting.  We  are  altogether 
satisfied  with  it." 

301.  Business  Scholarship  as  Frizes — Redlick's  Department 
store  in  Fresno,  Cal.,  conducted  a  Scholarship  Voting  Contest. 
One  vote  was  given  for  every  10  cent  purchase  made  at  the 
store  and  the  two  contestants  receiving  the  highest  number  of 
votes  were  given  free  scholarships  in  a  first  class  local  business 
college.  When  they  have  graduated  from  the  business  college, 
the  two  winners  will  be  given  permanent  positions  in  Redlick*s 
store.  In  addition  to  the  votes  given  with  purchases,  a  coupon 
good  for  a  vote  was  printed  in  the  newspaper  advertisements. 

To  keep  up  the  interest,  a  list  of  the  candidates  with  their 
standing  is  published  in  the  newspapers  every  day.  The  novelty 
and  value  of  the  prizes  makes  this  contest  a  popular  one,  and 
a  great  deal  of  interest  is  being  shown  in  it. 

302.  A  Unique  Voting  Contest — Popular  voting  contests 
have  taken  many  forms  but  there  is  usually  a  good  deal  of  simi- 
larity in  them.  A  western  merchant,  Harvey  De  Long  of  Omaha, 
recently  conducted  a  contest  that  appears  to  be  original  with 


^fifli 


1 


til 


I 


i." 

If' 


I,  < 

1  i 

if 

n 


246 


SALES  PLANS 


him.  He  called  it  a  "Grandma  Voting  Contest."  As  the  name 
implies  the  contest  was  restricted  to  grandmothers  and  the  one 
receiving  the  highest  number  of  votes  was  given  a  valuable  prize. 
One  vote  was  given  with  each  ten  cent  purchase. 

Some  twenty  or  more  candidates  were  nominated  by  their 
friends  and  the  contest  became  a  very  warm  one  which  resulted 
in  considerable  extra  trade  for  the  store. 

303.  For  the  Most  Popular  Young  Lady — A  popular  voting 
contest  was  conducted  in  Kansas  City  on  somewhat  new  lines 
by  the  Martin  &  Vernon  Music  Co.  Every  one  was  allowed  to 
vote  but  each  person  was  restricted  to  one  vote  which  must  be 
cast  at  the  company's  store.  The  contestants  were  confined  by 
the  terms  of  the  contest  to  any  saleswoman,  stenographer,  cash- 
ier, bookkeeper  or  young  woman  employed  in  other  capacity  in 
Kansas  City.  The  contest  was  for  the  purpose  of  advertising 
a  clearance  sale  of  musical  goods  and  the  young  lady  receiving 
the  highest  number  of  votes  wns  presented  with  a  $300  piano. 

304.  For  the  Most  Popular  School — A  music-box  contest 
was  conducted  by  Schipper  &  Block,  Peoria,  111.  The  music 
box  was  valued  at  $350.00  and  was  offered  to  the  school,  paro- 
chial, private,  or  public,  receiving  the  greatest  number  of  votes. 
One  vote  was  given  with  every  ten  cent  purchase  providing  the 
customer  asked  for  it.  This  firm  also  offered  $50.00  in  gold  for 
the  best  three  specimens  of  art  needle-work  submitted  during  a 
certain  time.  Ladies  com.peting  for  the  needle-work  prize  were 
required  to  buy  their  materials  from  Schipper  &  Block. 

305.  Co-Operative  Voting  Contest — A  number  of  the  best 
stores  of  Jacksonville,  Fla.,  held  a  co-operative  voting  contest. 
A  $1,500  library  was  given  to  the  club  or  organization  that  was 
voted  the  most  popular.  One  vote  was  given  for  every  ten  cents 
spent  at  any  of  the  stores.  Much  interest  was  shown  in  the  con- 
test and  the  sharp  rivalry  that  developed  between  some  of  the 
contestants  promised  increased  business  for  the  stores  concerned. 

306.  Voting  for  the  Most  Popular  Minister— The  H.  W. 
Weber  Hardware  Co.,  of  Bay  City,  Mich.,  offered  a  $100  por- 


VOTING  CONTESTS 


247 


celain  refrigerator  as  a  prize  to  the  most  popular  minister  in 
that  city.  The  privilege  of  voting  once  was  given  for  every 
dollar  spent  at  the  store,  being  restricted,  however,  to  cash  pur- 
chases or  collect  telephone  orders.    The  contest  lasted  thirty  days. 

'307.  A  Popularity  Voting  Contest— The  Euwer  Store  in 
Youngstown,  O.,  finds  many  original  ways  of  keeping  well  before 
the  public.  One  of  its  plans  was  the  conducting  of  a  voting  con- 
test for  the  most  popular  young  married  couple.  A  vote  was 
given  with  each  25  cent  purchase  and  the  winning  couple  received 
a  furnace  worth  $100. 


1 


ft 


CHAPTER  XIV. 
GUESSING  CONTESTS. 

By  a  recent  ruling  of  the  Post  Office  Department,  guessing 
contests  of  a  certain  class  have  been  barred  from  the  mails.  This 
rule  embraces  all  contests  that  are  dependent  upon  chance  rather 
than  skill  or  judgment.  For  instance,  under  this  head  would 
come  contests  for  guessing  the  number  of  beans  in  a  jar ;  guess- 
ing the  majority  of  a  candidate  in  an  election  or  the  attendance 
of  the  World's  Fair.  While  there  is  some  judgment  necessary 
in  contests  of  this  kind,  they  depend  for  the  most  part  upon  luck 
in  hitting  upon  the  exact  number.  In  the  future  all  matter  per- 
taining to  them  will  be  excluded  from  the  mails. 

This  does  not  mean  that  the  merchant  may  not  conduct 
guessing  contests — it  only  prohibits  him  from  advertising  them 
in  newspapers  or  circtdars  that  are  to  be  sent  through  the  mails. 

If  there  is  any  doubt  in  the  merchant's  minds  as  to  a  con- 
test he  proposes  to  use,  he  had  better  submit  it  to  the  local  post- 
master for  approval. 

308.  A  Legitimate  Guessing  Contest — There  are  many 
schemes  closely  related  to  guessing  contests  but  which  would  not 
come  under  this  ruling.  For  example,  W.  J.  Mitchell,  of  Waco, 
Tex.,  has  just  concluded  a  contest  to  which  the  postal  authori- 
ties could  take  no  exceptions.  In  his  newspaper  ads  he  published 
this  drawing  of  a  show  window  containing  several  hundred  hats. 
The  accompanying  reproduction  is  not  as  distinct  as  the  original, 
but  it  will  serve  to  illustrate  the  idea.  One  hundred  dollars  in 
cash  prizes  were  awarded  to  successful  contestants  who  counted 
the  number  of  hats  correctly.    As  the  counting  of  hats  was  purely 


GUESSING  CONTESTS 


249 


a  matter  of  skill  and  patience,  the  contest  could  not  be  called  in 
any  sense  a  game  of  chance. 


309.  Getting  People  to  Read  Ads — Many  ways  are  used  to 
influence  the  public  to  read  the  store's  newspaper  announcements. 
The  following  is  a  plan  that  was  used  successfully  by  O.  H. 
Berry  &  Company  of  Richmond,  Va.  This  firm  has  a  large  men's, 
boys'  and  children's  outfitting  establishment  and  considerable 
newspaper  space  is  used  to  advertise  it.  The  advertising  man- 
ager for  the  firm  devised  a  scheme  that  insured  his  advertise- 
ments being  read  by  practically  everyone  in  the  city  and  its  vicin- 
ity. Mr.  Norman's  plan  involves  a  guessing  contest  in  which 
really  valuable  prizes  are  awarded  to  the  persons  guessing  near- 
est to  the  number  of  words  that  will  be  used  in  the  Berry  ads 
during  a  given  time.  A  clever  and  decidedly  well  printed  little 
folder  was  used  to  advertise  and  explain  the  scheme.  It  read 
as  follows: 


I 


r, 


1 


250 


SALES   PLANS 


A   $25   BERRY   SPRING    SUIT   FREE   FOR   A   GOOD  GUESS. 
TWENTY  OTHER   PRIZES — OPEN   TO  EVERYBODY. 

We  want  you  "to  get  the  habit"  of  reading  our  ads.    They'll  keep  you 
.     posted  on  what  to  wear  and  where  to  buy  it. 

THE  PLAN— TRY  IT. 

Guess  the  number  of  words  we  will  use  in  our  daily  advertisements 
as  published  in  The  News  Leader  during  the  month  of  March.  You 
can  have  the  first  twenty  days  of  the  month  to  size  up  our  advertisements 
and  count  the  words— but  we  may  suddenly  use  a  half-page  advertise- 
ment— no  one  can  foresee — even  we  ourselves  do  not  know  whether 
our  advertisements  will  be  long  or  short. 

Make  your  guess  on  a  card  with  your  name  and  address,  place  this 
in  an  envelope  and  seal.  Write  on  the  outside  "Fo-  Guessing  Contest" 
and  bring  into  our  store  on  or  before  the  20th  of  the  month. 

The  last  day  of  the  month,  in  the  evening,  our  store  will  be  open 
to  decide  the  contest. 

The  envelopes  will  all  be  thrown  on  a  big  table  and  one  envelope  at 
a  time  will  be  taken  out  at  random  from  the  heap  and  opened. 

The  name  of  the  person  in  the  first  envelope  containing  the  correct 
guess  will  receive  a  present  of  a  $25.00  Berry  spring  suit.  If  no  one 
makes  the  correct  guess  the  $25.00  suit  will  go  to  the  nearest  guesser. 

The  second  nearest  guesser  will  receive  a  $15.00  smoking  jacket. 

The  third  will  receive  a  $5.00  Dunlap  hat. 

The  next  three  will   receive  $2.00  umbrellas. 

The  next  five,  $1.00  imported  white  metal  soap  boxes. 

The  next  ten,  50c  scarfs. 

The  editor  of  The  News  Leader  will  count  the  words  in  our  adver- 
tisements, and   his  decision  will  be  final. 

Every  word  counted  above  the  signature,  except  those  in  and  a 
part  of  the  "cut,"  including  words  used  in  explaining  the  contest. 

Compound  words  counted  as  one  word.     Prices  counted  also  as  one 

word. 

Yes,  we  shall  have  a  Booby  Prize.     No,  we  will  not  describe  it,  but 

— it   is   to   laugh. 

If  we  have  failed  to  make  every  point  clear,  come  in  or  write  for 

details. 

As  to  the  results  had  from  the  scheme,  the  ad  manager  has 
the  following  to  say :  We  have  been  using  the  "Guessing  Con- 
test" for  three  months  past  with  very  great  success.  We  are  lit- 
erally swamped  with  guesses  both  through  the  mail  and  brought 
in  person,  on  the  20th  of  each  month.  Even  after  that  time  the 
guessers  look  for  our  ad  every  day  and  keep  up  with  the  count 
to  see  if  their  guess  is  going  to  be  a  winner.     It  is  one  of  the 


GUESSING  CONTESTS 


251 


best  schemes  we  ever  heard  of  to  get  the  people  to  read  one's 
advertisements. 

310.  Guessing  When  a  Clock  Will  Stop— Anthony  Kehl,  a 
jeweler  of  Connersville,  Ind.,  recently  used  a  good  plan  to  get 
people  to  visit  his  store.  He  says  it  was  a  great  success  and  tells 
about  it  as  follows: 

*1  wanted  to  get  the  people  to  look  in  my  show  window 
and  wanted  them  to  come  into  the  store  to  see  my  stock.  This 
free  guessing  contest  did  the  work,  for  while  it  was  in  progress 
fully  two  thousand  people  visited  the  store.  The  details  of  the 
plan  were  as  follows : 

"Prominently  in  one  of  my  windows,  I  displayed  a  small, 
gold  plated,  twenty-four  hour  clock ;  above  it,  an  attractive  show- 
card  stated  that  the  clock  would  be  wound  at  9  o'clock  on  a  cer- 
tain morning  and  the  person  guessing  nearest  to  the  number  of 
minutes  it  would  run  would  receive  $5  in  gold.  The  second  near- 
est would  receive  the  gold  clock. 

"In  our  store  we  had  a  large  box  on  the  order  of  a  ballot 
box  and  any  one  wishing  to  guess  was  furnished  with  a  blank 
card  on  which  they  wrote  their  name  and  address  and  guess 
and  deposited  the  ticket  in  the  box.  No  one  was  allowed  to  have 
more  than  one  guess  and  every  one  was  given  to  understand  that 
if  their  name  appeared  on  more  than  one  ticket,  all  tickets  with 
that  name  on  them  would  be  thrown  out. 

"Of  course  this  scheme  would  not  work  unless  it  was  given 
publicity  through  the  newspapers.  The  total  amount  that  was 
spent  on  this  scheme  including  the  cost  of  prizes  and  advertising 
was  about  $25,  and  I  will  say  that  it  is  a  scheme  that  will  cer- 
tainly draw  a  crowd  and  cause  lots  of  fun  and  talk." 

311.  Contests  to  Advertise  Workingmen's  Sales  —  The 
Stumpf  &  Langhoff  stores  of  Milwaukee  hold  regularly  a  semi- 
annual sale,  during  which  workingmen's  goods  are  featured  ex- 
clusively. These  sales  are  liberally  advertised  and  have  come  to 
be  widely  known  in  and  around  Milwaukee.  One  of  their  Work- 
ingmen's Sales  was  advertised  by  a  novel  contest.  As  a  border 
to  a  full  page  advertisement,  fifteen  pictures  were  used.     Each 


It 


Mi 

r 


¥ 


252 


SALES  PLANS 


one  represented  a  man  working  at  his  trade  and  surrounded  by 
his  tools.  For  instance,  there  was  a  carpenter,  a  blacksmith,  a 
miller,  a  moulder,  etc. 

Twenty-five  prizes  were  offered  to  the  first  persons  sending 
in  a  correct  list  of  the  trades  represented.  The  prizes  were  as 
follows :  For  the  first  five  correct  answers,  a  44-piece  dinner  set 
each ;  second  five,  a  nickel  watch  each ;  third  five,  a  fountain  pen 
each ;  the  next  ten,  a  Japanese  ash  tray  each.  The  pictures  were 
all  exceptionally  good  so  that  anyone  with  any  knowledge  of 
trades  could  tell  at  a  glance  the  ones  represented.  During  an- 
other sale,  all  of  the  show  windows  were  piled  high  with  goods, 
not  with  any  view  of  showing  off  the  garments,  but  to  get  as 
much  goods  as  possible  in  each  window.  Garments  of  all  kinds 
were  piled  as  thickly  as  possible  from  floor  to  ceiling.  Then  it 
was  advertised  that  valuable  prizes  would  be  awarded  to  the 
persons  guessing  nearest  to  the  correct  number  of  garments  in 
the  windows.  The  first  prize  was  a  $15  winter  overcoat;  second, 
a  pair  of  $5  trousers ;  third,  a  $3  hat. 

312.  A  Penny  Guessing  Contest — A  guessing  scheme  was 
conducted  by  Ray  P.  Schultz,  manager  of  the  Geo.  A.  Martin 
clothing  store  at  Earlham,  la.  Twenty-five  silver  dollars  were 
offered  to  the  person  or  persons  who  guessed  nearest  the  number 
of  pennies  that  were  displayed  in  a  tray  in  a  show  window.  Mr. 
Schultz  explains  the  details  of  his  scheme  as  follows : 

"Our  penny  guessing  contest  was  a  grand  success.  I  first 
bought  $35  worth  of  pennies  and  had  the  cashier  withhold  a 
certain  number  of  them,  the  number  withheld  being  unknown 
to  himself  and  myself.  The  balance  were  piled  on  a  tray  and 
placed  in  the  window.     I  also  had  the  prize  of  $25  in  the  same 

window. 

"For  every  $1  purchase  the  customer  was  entitled  to  one 
guess :  with  a  $10  purchase  ten  guesses  were  allowed,  and  so  on. 
The  name  and  guesses  of  each  customer  were  written  on  a  sepa- 
rate ticket  and  put  in  a  sealed  box  which  was  not  opened  until 
December  25.  On  that  day  the  cashier  and  myself  counted  the 
pennies  in  the  store  before  all  the  people,  so  that  everyone  would 
be  satisfied  as  to  the  fairness  of  the  count.    The  prize  of  $25  was 


GUESSING  CONTESTS 


253 


to  be  given  to  the  person  or  persons  guessing  nearest  the  correct 
number,  and  in  my  contest,  the  number  was  3,300  even  and  five 
people  got  the  prize,  which  made  $5  each ;  a  very  nice  Christmas 
present. 

"The  contest  started  November  7  and  lasted  till  December 
25. '  During  this  time  there  were  1,300  guesses  registered,  each 
one  of  which  represented  a  purchase  of  one  dollar,  although  this 
does  not  represent  the  sales  for  that  period,  as  many  purchases 
were  under  one  dollar."  The  Martin  store  sells  clothing  exclu- 
sively and  considering  that  the  population  of  Earlham  is  only 
800,  the  returns  from  this  scheme  were  rema'rkably  good. 

313.  Every  Twentieth  Purchase  Free— The  E.  B.  Henry 
Dry  Goods  Co.,  Enid,  Okla.,  published  the  following  in  a  large 
advertisement,  announcing  a  ten  days'  sale:  "Beginning 
Wednesday,  April  26,  every  twentieth  purchase  will  be  returned 
to  the  purchaser.  The  cashier  will  keep  accurate  account  of 
every  purchase.  When  the  twentieth  purchase  is  made  and  check 
returned  to  the  desk,  it  will  be  stamped  *Free,'  and  the  money 
returned  to  the  purchaser.  Every  time  a  purchase  is  given  away 
a  big  bell  will  ring.     Listen  for  the  bell." 

The  results  of  this  sale  were  very  satisfactory.  During  the 
ten  days  of  the  sale  four  and  a  half  per  cent  of  the  receipts  were 
returned,  while  business  was  increased  about  one-third.  Many 
of  the  customers,  who  were  fortunate  enough  to  have  their  money 
leturned,  spread  the  news  among  their  friends,  and  in  this  way 
the  sale  was  very  liberally  advertised.  In  fact,  the  advertising 
obtained  in  this  way  was  of  more  effect  than  that  had  through 
the  newspapers. 

314.  An  TTnusnal  Gnessing  Contest — The  ways  of  the  ad- 
vertiser are  indeed  devious  and  full  of  surprises,  but  it  remained 
for  an  Indiana  merchant  to  make  use  of  a  barnyard  rooster  as  an 
advertisement.  A  Veedersburg  merchant  put  a  big  rooster  in  his 
show  window  and  advertised  that  the  person  guessing  nearest 
to  the  number  of  feathers  on  the  bird  would  receive  a  prize  of  ten 
dollars.  Other  prizes  were  offered  for  the  next  nearest  estimates. 
A  guess  was  allowed  with  every  twenty-five  cent  purchase  and 


Ill 


W^' 


5^ 


11 


i» 


p 

I 


254 


SALES  PLANS 


on  Christmas  day  the  rooster  was  killed  and  the  feathers  counted. 
The  novelty  of  the  scheme  attracted  quite  a  good  deal  of  atten- 
tion. 

315.  Distributing  a  Clothing  Circular — J.  E.  Hood  &  Co., 
clothiers  and  furnishers  in  Sparta,  111.,  got  out  a  capital  circular 
to  advertise  their  new  fall  stock.  It  was  a  single  sheet  a  little 
less  than  the  size  of  an  ordinary  newspaper  page  and  was  headed 
*'Men's  Wear."  The  copy  was  cleverly  written  and  the  illustra- 
tions (in  stipple)  were  excellent.  They  showed  a  number  of  the 
leading  styles  in  suits,  overcoats,  etc.,  which  were  described  at 
some  length  and,  of  course,  priced. 

Instead  of  sending  out  these  circulars  in  the  usual  way,  each 
one  was  placed  in  a  folder  lithographed  in  exact  imitation  of  a 
bank  book  filled  with  bills,  checks,  etc.  Each  book  had  a  num- 
ber and  on  the  inside  was  the  following: 

"KEEP  THIS  BOOK— it  may  be  valuable.  Compare  the 
number  in  red  ink  on  the  front  cover  with  the  prizes  in  the  win- 
dows at  HOOD'S  YELLOW  FRONT.  If  your  number  cor- 
responds with  the  number  on  any  article  displayed,  you  will  be 
presented  with  the  same  free." 

Then  followed  a  list  of  ten  prizes,  the  first  being  a  pair  of 
$4  shoes  and  the  last  a  choice  of  any  article  worth  25  cents.  The 
prizes  were  displayed  prominently  in  the  show  window  and  the 
winning  numbers  were  selected  at  random  by  the  editor  of  a 
local  paper.  On  a  specified  date  the  numbers  were  placed  on  the 
articles  in  the  window  and  the  prizes  were  awarded. 

316.  Helping  the  Sales  on  TTnderwear — Earl  A.  Hulse,  pro- 
prietor of  *The  Underwear  Store,"  Toledo,  O.,  held  a  contest  in 
which  a  prize  of  two  suits  of  the  best  underwear  in  the  house 
was  oflFered  to  the  person  who  should  guess  nearest  to  the  correct 
number  of  boxes  in  the  store.  Ballots  were  given  visitors  as  they 
entered  the  store  and  no  purchase  was  necessary  in  order  to  make 
a  guess.  Many  people  were  interested  in  the  scheme  and  came 
to  look  over  the  store  to  estimate  the  number  of  boxes. 

Another  good  idea  was  used  by  Mr.  Hulse  to  reduce  his 
stock  in  a  certain  line.    He  had  on  hand  a  lot  of  garments  that 


■ 


GUESSING  CONTESTS 


255 


cost  $4,  which  he  wished  to  get  rid  of  without  cutting  the  price, 
which  was  50  cents  per  garment.  The  following  advertisement 
accomplished  the  purpose: 

ONE  SUIT  OF  UNDERWEAR  FREE  WITH  EVERY  TWO  SUITS 

PURCHASED  SATURDAY. 

We  have   too   much   50c   underwear.     To   reduce   our   stock   quickly 

and  avoid  cutting  the  price  on  such  good  quality,  we  will  give  you  one 

suit  free  with  every  two  suits  purchased  Saturday  at  $1  per  suit.     Look 

elsewhere  first;  then  come  here— our  quality  sells  without  an  argument. 

This  advertisement  sold  the  underwear  and  reduced  stock 
quickly  without  cutting  the  price,  which  would  have  had  to  be 
marked  up  again,  as  the  goods  were  staple.  Nothing  was  lost ; 
prices  were  not  demoralized  and  altogether  the  results  were  most 
satisfactory. 

317.  A  Carpet  Free— Friend's  housefrrnishing  establish- 
ment in  Pittsburg  conducted  an  unusual  gift  scheme.  It  is  ex- 
plained in  the  following  quotation  from  a  newspaper  advertise- 
ment: 

"Do  you  understand  our  offer  of  a  Brussels  Carpet  abso- 
lutely Free  ?  It's  this  way :  We  place  six  letters  of  the  alpha- 
bet in  an  envelope,  which  is  sealed  and  handed  to  the  business 
manager  of  The  Press.  The  envelope  will  be  opened  next  week, 
and  the  customer  whose  family  name  contains  more  of  these  let- 
ters than  are  contained  in  the  name  of  any  other  customer,  will 
receive  a  Brussels  Carpet  absolutely  free  of  charge. 

"For  example,  say  we  select  the  letters.  A,  B,  C,  D,  E,  F. 
Any  person  having  such  a  name  as  Abcrombie  would  stand  a 
fine  chance  of  winning  the  carpet,  for  this  name  contains  four  of 
the  six  letters  in  question. 

"It  makes  no  difference  how  small  the  amount  of  your  pur- 
chase, nor  whether  you  buv  furniture,  carpets  or  any  article  for 
household  use  or  adornment.  Just  leave  your  name  and  address 
with  the  salesman  and  they  will  be  placed  on  record.  In  case 
two  or  more  persons  have  names  containing  the  same  number  of 
letters,  the  one  who  made  his  or  her  purchase  first  will  be  de- 
clared the  winner." 


N 


h- 


256 


SALES  PLANS 


318.  A  Grocer's  Guessing  Contest — F.  E.  Shank,  of  Lan- 
sing, Mich.,  filled  one  of  his  windows  with  a  great  lot  of  package 
crackers  and  invited  the  public  to  guess  as  to  the  number  of  pack- 
ages. The  contest  is  explained  in  the  following  clipping  from  an 
advertisement : 

"We  have  placed  in  our  window  an  enormous  stock  of  fresh 
biscuits  direct  from  the  factory.  Everybody  knows  what  these 
crisp,  handy  lunch  biscuits  are :  , 

"The  contest  will  be  conducted  as  follows:  Each  person 
buying  a  package  of  these  biscuits  at  our  store  within  the  next 
ten  days  will  be  given  a  free  guess  as  to  the  number  of  packages 
stacked  in  the  window. 

"The  person  guessing  the  right  number  or  coming  the  near- 
est will  be  given  one  dozen  packages  free ;  the  second  will  be 
given  ten  packages  free;  the  third,  six  packages  and  the  fourth 
and  fifth,  four  packages  each.  All  that  is  required  is  to  purchase 
one  5c  package  of  biscuit." 

319.  Guessing  the  Size  of  a  Collar — The  Washington  Shirt 
Company  of  Chicago  is  constantly  doing  out  of  the  ordinary 
things  to  keep  itself  well  within  the  focus  of  the  public  eye. 
One  of  its  latest  advertising  schemes  was  a  guessing  contest. 
An  enormous  collar,  some  three  or  four  feet  in  circumference 
and  a  foot  or  more  in  height  was  placed  in  the  show  window 
and  prizes  were  offered  to  the  persons  guessing  its  correct  size. 

To  the  person  making  the  first  correct  guess  a  $5  umbrella 
was  given ;  to  the  next  was  given  a  dozen  collars  and  the  third 
received  one-half  dozen  collars. 

320.  A  Clothing  Store  Contest — The  Famous  Stores  in 
Durango,  Col.,  made  the  following  offer:  "Whoever  guesses 
nearest  to  the  number  of  men's  suits  in  the  store  will  have  the 
choice  of  any  man's  suit  in  the  house.  Whoever  guesses  nearest 
the  number  of  youths'  suits  in  the  store  has  the  choice  of  any 
youth's  suit  free,  and  whoever  guesses  nearest  the  number  of 
boys'  suits  in  the  store  has  the  choice  of  any  boy's  suit  free. 
Every  one  can  guess.  All  you  have  to  do  is  to  call  at  the  store 
and  write  your  guess  in  a  book  and  sign  your  name  and  address. 


GUESSING  CONTESTS 


257 


321.  Advertising  a  Refrigerator— Pike  &  ISIadoc,  of  Utica, 
N.  Y.,  held  a  guessing  contest  last  season  to  advertise  their  re- 
frigerators. They  placed  145  pounds  of  ice  in  a  refrigerator  at 
9  o'clock  Monday  morning,  and  offered  the  refrigerator,  which 
was  valued  at  $23,  free  to  the  person  who  guessed  closest  to  the 
number  of  pounds  it  would  contain  the  following  Saturday  at 
9:30  o'clock.     A  guess  was  allowed  with  every  cash  sale. 

322.  A  Cash  Register  Contest— Elbert's  grocery  store,  of 
Cambridge  City,  Ind.,  offered  a  handsome  prize  of  a  $15  four- 
piece  silver  tea  set  to  the  person  who  came  nearest  guessing  the 
number  of  times  they  would  open  their  cash  register  during  the 
month.  The  final  inspection  took  place  on  the  last  day  of  the 
month,  in  the  presence  of  a  large  number  of  customers,  and  it 
was  found  that  4,851  registers  had  been  made. 

323.  A  Window  Show  and  Guessing  Contest— Pushman's 
Rug  Store  in  Chicago  had  an  Armenian  rug  weaver  in  one  of 
their  windows  for  several  weeks.  For  several  hours  each  day 
he  worked  away  at  a  handsome  rug,  illustrating  the  painstaking 
care  with  which  oriental  rugs  are  made.  In  connection  with  the 
exhibit  was  a  guessing  contest,  the  rug  being  presented  to  the 
person  guessing  closest  to  the  number  of  stitches  required  to 
make  it. 

324.  How  Many  Collars?— The  Hub  Clothing  Store  in 
Helena,  Mont.,  had  a  window  display  of  collars  and  prizes  were 
offered  to  the  person  guessing  nearest  to  the  correct  number 
shown.  Two  dozen  collars  were  given  for  the  closest  guess  and 
one  dozen  for  the  next  closest.  One  guess  was  allowed  for  every 
collar  purchased  and  the  scheme  resulted  in  a  tremendous  sale. 


>^ 


1 


1\m 


CHAPTER  XV. 
PACKAGE  SALES. 

The  Post  Office  Department  has  ruled  that  Package  Sales 
are  in  the  nature  of  a  lottery  and  therefore  cannot  be  advertised 
in  newspapers  that  are  sent  through  the  mails.  For  this  reason 
merchants  who  contemplate  conducting  Package  Sales  should 
make  arrangements  to  advertise  them  by  means  of  circulars,  post- 
ers or  otherwise  than  through  the  newspapers. 

Package  sales  would  not  be  appropriate  for  all  stores,  but 
there  are  many  in  which  they  could  be  used. 

325.  Surprise  Package  Sale— C.  E.  Longley  &  Co.,  of  Woon- 
socket,  R.  L,  used  what  they  call  a  "Surprise  Package  Sale." 
The  following  is  from  a  half  page  display  advertisement  used  to 
announce  the  sale : 

"a  free  gift  for   you  !      COME  AND  TAKE  IT  AWAY. 

"Owing  to  the  tremendous  increase  in  our  business  this  season, 
amounting  to  over  a  third  more  than  in  any  previous  season,  we  feel 
called  upon  to  celebrate  in  an  extraordinary  manner  the  approval  the 
public  has  bestowed  upon  our  liberal  business  methods  and  low  price 
policy.  To  this  end  we  shall  give  away  $425.00  worth  of  merchandise. 
It  will  be  just  like  finding  money. 

"To  every  customer  purchasing  goods  to  the  amount  of  $1  or  over 
at  our  store  on  Saturday,  June  13,  we  will  give  an  opportunity  to  select 
one  of  our  Surprise  Packages.  Each  package  contains  something  of 
value  taken  from  our  regular  stock  such  as  light  and  winter  overcoats, 
suits,  trousers,  fancy  vests,  boys'  suits  and  overcoats,  underwear,  shirts, 
gloves,  sweaters,  suspenders,  etc.  These  surprise  packages  will  be  of 
uniform  size  as  far  as  possible  and  will  all  look  alike,  so  no  one,  not 
even  ourselves,  can  tell  what  any  of  them  contains. 

"Some  will  get  overcoats,  others  suits;  every  body  will  get  some- 
thing for  nothing.     Here  are  the  only  restrictions:     Whatever  package 


PACKAGE  SALES 


259 


you  first  put  your  hand  on,  you  must  take.  Handling  the  packages  will 
not  be  allowed.  Packages  or  their  contents  cannot  be  exchanged  and 
tw  package  can  be  opened  in  the  store." 

Longley  &  Co.  were  well  pleased  with  the  results  of  the 
sale ;  this  is  what  they  have  to  say  about  it : 

"The  surprise  sale  is  a  'winner.'  It  is  particularly  good  in 
a  dull  season  to  make  trade  lively  for  a  Saturday  or  even  for 
two  days.  For  the  prize  packages,  we  used  small  shirt  boxes 
which  were  all  as  near  the  same  size  as  possible.  Each  one  must 
contain  something.  A  coat  spring,  necktie,  suspenders,  handker- 
chief or  something  similar  will  answer  very  well  for  most  of  the 
boxes.  In  some  of  the  boxes  I  put  suits  (some  of  them  mis- 
mated),  in  others,  overcoats,  trousers,  vests,  etc.  If  the  mer- 
chant so  desires,  he  can  see  that  these  packages  of  clothing  will 
get  into  the  hands  of  people  who  will  advertise  him.  This  may 
be  done  by  putting  a  private  mark  upon  the  boxes. 

"Sales  of  this  kind  are  an  excellent  way  to  get  rid  of  old 
shop- worn  stock.  One  Saturday  I  put  out  about  1,000  packages 
in  which  the  goods  cost  not  more  than  $100  when  new.  They 
were  for  the  most  part  old,  however,  and  would  not  have  brought 
more  than  $25  at  auction.  In  these  sales,  while  most  of  the 
packages  may  contain  old  goods,  some  of  the  articles  to  be  given 
away  should  be  bright  and  new  even  if.  cheap. 

"The  boxes  should  be  wrapped  in  clean  paper  and  piled  close 
to  the  glass  in  the  show  window.  Exhibited  thus,  and  supple- 
mented with  appropriate  signs,  they  will  make  quite  a  show.  Any 
one  who  tries  this  scheme  may  be  sure  of  a  big  day  no  matter 
liow  dull  the  season.  We  intend  to  make  a  regular  thing  of  the 
surprise  package  sale  and  will  hold  them  three  or  four  times  a 
year  or  as  often  as  a  sufficient  number  of  boxes  accumulate." 

326.  Another  Package  Sale— The  Model  Clothing  Co.,  of 
Albert  Lea,  Minn,,  used  a  similar  package  sale.  They  explain 
the  plan  as  follows: 

"We  made  a  display  of  the  best  articles  such  as  the  overcoat, 
suit,  pants,  shirts,  ties,  etc..  in  one  of  our  windows  with  the  pack- 
ages piled  up  behind  them  completely  filling  the  window  and 
making  a  very  effective  display.    On  the  garments  displayed,  we 


i 


260 


SALES  PLANS 


I 


-'^l 


> 


had  cards  stating  that  a  duplicate  of  this  article  would  be  given 
away  Friday  and  Saturday  to  our  customers.  Every  person  pur- 
chasing goods  to  the  amount  of  two  dollars  or  more  to  receive 
a  present  of  value.  We  advertised  the  sale  in  all  the  local  papers, 
giving  a  partial  list  of  the  articles  to  be  given  away.  The  accom- 
panying advertisement  is  a  sj)ecimen  of  those  used  in  the  news- 
papers, the  original  being  three  columns  in  width : 

THIS  IS  THE  DAY 


I 


\2VE>    OIVE> 


I 


* 


Last  Friday  and  Saturday  we  gave  our  hundreds  of  presents  to  our  customers 
but  on  account  of  the  rush,  a  large  number  who  came  in  late,  were  disappointed. 
This  week  we  are  prepared  to  accommodate  a  larger  number  of  people,  so  that  no 
one  will  be  disappointed. 

Here  Is  a  List  d!  Some  of  me  flrticles  Wftlcn  Will  Go 
Into  Pur  Surprise  Packages 


Men's  Suit,  Talue^lS.OO  Handkerchief* 

Men's  Overcoat,  value  S8.00  Ties 

Hats,  11.00  to  12.00  values  Boys'  Suit 

Gloves— Adler's  make  Boys'  Overcoat 

President  Suspeoden  Overalls 

Swefttera  Mot's  Pants 


Hosiery" 

And  in  Akct 

Some  article  out  ot 

Each  line 

In  our  stock 


Each  tnstonier  purchasing  $2.00  or  over  wilt  b«  entitled  to  oile  of  the 
packages.  You  may  get  a  suit  or  you  may  Rct  an  overcoat.  Every 
customer  will  eet  somethine  of  value.  Whatever  number  yott  draiT 
will  cost  3rou  at>solutcly  nothing.    It  will  be  like  finding  money. 


model  Glotliliig  Gampany 


"On  Thursday  evening  we  placed  signs  on  all  the  roads  lead- 
ing into  the  city,  stating  that 

$200    WILL    BE   GIVEN    AWAY    ON    FRIDAY    AND    SATURDAY    BY    THE 
MODEL    CLOTHING    CO.       CALL    AND    SEE    THEM. 

"By  doing  this  everybody  coming  to  the  city  from  the  country 
en  those  two  days  were  notified  of  the  sale.  We  also  used  hand- 
bills on  the  streets,  so  the  sale  was  thoroughly  advertised.  It  was 
a  WINNER,  as  our  sales  for  the  two  days  amounted  to  $863.14, 


PACKAGE   SALES 


261 


which  was  very  good,  as  business  was  at  a  standstill  owing  to 

wet  weather. 

*-We  could  not  get  enough  boxes  of  the  same  size  so  we 
numbered  every  box  after  it  was  wrapped  and  had  correspond- 
ing numbers  in  small  sealed  envelopes  placed  in  a  collar  box 
which  we  handed  to  the  customer  to  select  from.  After  domg 
^o  he  would  present  his  number  at  the  window  where  we  had  a 
boy  who  would  give  him  the  package  with  that  number  on.  We 
intend  to  work  the  scheme  every  two  or  three  months  as  we  be- 
lieve it  is  a  very  novel  plan  to  work  off  a  lot  of  odds  and  ends." 

327.  Package  Sales— Below  are  given  announcements  of  two 
sales  which,  if  not  new,  at  least  have  always  proved  successful 
when  tried.  The  following  is  quoted  from  the  advertisement  of 
Frank  E.  Pearl,  a  jeweler  of  Hutchinson,  Kans.: 

GRAB    SALE. 

"Beginning  at  9  a.  m.  Saturday,  November  14th,  I  will  place  on 
sale  one  thousand  packages  containing  merchandise^  from  my  stock  con- 
sisting  of  watches,  clocks,  rings,  brooches,  silverware,  etc  ranging  m 
value  from  25  cents  to  $12.00.  The  packages  will  be  wrapped  separately 
and  no  one  will  know  what  the  package  contains  until  it  is  opened. 
Every  package  is  guaranteed  to  be  worth  at  least  25  cents  and  some  as 
high  as  $12.00.  Twenty-five  cents  buys  a  package;  come  and  try  your 
luck  and  remember  there  are  no  blanks." 

SPECIAL    PRIZES. 

"In  this  lot  of  packages  is  one  Gentleman's  Gold  Filled  Watch,  one 
Ladies'  Gold  Filled  Watch,  one  Genuine  Diamond  Ring  and  others 
nearly  as  valuable." 

A  somewhat  similar  sale  is  advertised  by  H.  T.  Bedell,  of 
Rochester,  Minn.  His  advertisement  explained  the  plan  as  fol- 
lows: 

10   CENT    PACKAGE    SALE. 

Saturday  afternoon,  Nov.  7,  at  The  Snnshine  Store.  We  have  ar- 
ranged in  our  display  window  a  large  number  of  packages  which  will 
be  sold  at  lo  cents  each.  No  article  is  of  less  value  than  lo  cents  and 
many  are  worth  35  cents  and  50  cents.  The  idea  is  a  novel  one.  The 
purchaser  will  not  be  allowed  to  exchange  after  purchase  is  made.  Each 
article  is  nicely  wrapped.  Be  on  hand  at  2  o'clock  and  select  any  that  .s 
desired  from  the  lot.     There  will  be  plenty  of  fun  m  the  purchasing. 


1 


l»r 


ti.^ 


262 


SALES  PLANS 


M 


U 


s 


TMt  TIektt  EntniM  ttit  IMd«r  lo  Ont  Chanet  on 

$361.00  WORTH  OF  PRIZES 

Flr«t  Prizt,  Sidtboard  worth $200.00 

Soeond  Prizo,  3  Pairs  Laeo  Curtains  worth. . .60.00 

Third  Prizo.  9  X 12  Wilton  Rug  worth 35.00 

Fourth  Prizo,  Sowing  Maehino  worth 35.00 

fiHh  Prizo,  40  Yds.  of  China  Matting  worth... M  00 

Sixth  Prizo,  Room  of  Wall  Papor  worth 10.00 

Sovonth  Prizo,  Largo  Carpot  Swoopor  worth ...  5.00 

HARRY  H.  SMITH  &  CO. 

Furniture,  Carpets.  Wall  Paper  and  Curtains, 

Cboapsido  and  East  Broad  Stroot, 
ELYRIA.O.    TWO  STORES.     ELYRIA.O. 


SEVEN 
PRIZES 

SEVEN 
PRIZES 

CO 
CVi 

CO 
CM 

To  be  Drawn 
July  2, 1904 

To  be  Drawn 
July  2, 1904 

328.  A  Successful  Drawing  Contest— One  of  the  best  tests 
as  to  the  worth  of  an  advertising  scheme  Hes  in  the  question 
whether  or  not  the  merchant  would  care  to  use  the  same  plan  a 
second  time.  Harry  H.  Smith  &  Co.,  of  Elyria,  O.,  has  been 
using  a  gift  scheme  for  several  years  with  a  good  deal  of  suc- 
cess.    The  following  is  Mr.  Smith's  explanation  of  the  plan: 

"One  year  ago  this  spring  we  conducted  a  drawing  contest 
in  which  we  gave  away  from  our  stock  five  prizes  having  an 
aggregate  value  of  $200.00.  This  contest  was  highly  successful 
and  in  six  months  our  business  increased  more  than  $6,000. 

'This  year  we  are  offering  seven  prizes  amounting  in  value 
to  $316.00.  We  give  a  coupon  ticket  like  the  accompanying  one 
with  every  purchase  of  50c  at  either  of  our  two  stores.  The  cou- 
pon is  detached  and  deposited  in  a  large  box  which  is  shaken 
up  to  thoroughly  mix  the  coupons.  The  customer  retains  the 
ticket  and  the  drawing  will  take  place  on  July  2,  1904.  A  com- 
mittee of  three  or  four  newspaper  men  will  act  as  a  committee 
to  supervise  the  drawing.  We  hold  the  drawing  in  our  show 
window  which  is  in  itself  a  good  advertisement. 

"While  the  scheme  is  in  progress,  we  advertise  it  thoroughly 
and  display  the  prizes  in  our  windows.  This  attracts  a  great 
deal  of  attention  to  the  store  and  makes  a  fine  ad.  Several  days 
.before  the  drawing  comes  off  we  announce  the  date  in  large, 
bold  type  in  our  newspaper  advertisements,  and  when  the  time 
arrives  our  windows  are  surrounded  by  a  large  crowd  anxiously 
waiting  with  their  ticket  for  the  prizes  to  be  drawn.  We  adver- 
tise very  extensively  in  other  ways  but  have  found  that  this 
brings  us  better  and  more  direct  results  than  any  other  means." 


PACKAGE  SALES 


263 


329  A  Circus  Day  Plan— Friedman  Bros.,  Caldwell,  O., 
have  the  following  to  say  of  a  plan  they  used  to  draw  a  crowd 
to  their  store  one  dav  when  a  circus  was  showing  m  their  city. 
The  scheme  is  not  new  except  for  a  few  details  that  were  altered 
to  suit  the  occasion.     Here  is  the  plan  as  they  describe  it: 

-We  had  a  large  number  of  tickets  printed  like  the  one  be- 
low and  each  ticket  had  a  serial  number.  The  tickets  were  thor- 
oughly distributed  and  throughout  the  day  great  numbers  of 
people  called  at  the  store  to  leave  their  tickets.  The  tea  urn 
offered  as  the  prize  was  exhibited  in  a  show  window  with  appro- 

I/o.       2082 

REWARD! 

We  will  present  to  the  party  who 
brings  to  us  the  lucky  number  before 
6.30  p.  m.  Show  Day,  a  fine  silver  Tea 
Urn  displayed  in  our  Show- Window. 

You  may  be  the  winner. 

FRIEDMAN  BROS., 

CALDWELL,  OHIO. 
Sisn  here 


No  one  allowed  to  deposit  more  than  one  ticket. 

rriate  cards  and  attracted  much  attention.  The  winner  was  de- 
cided by  chance,  a  number  having  been  selected  at  random  and 
placed  in  a  sealed  envelope. 

"Altogether  the  plan  was  very  satisfactory.  The  store  was 
crowded  from  morning  till  evening  and  a  splendid  business  was 
done  The  most  important  effect,  however,  was  the  new  cus- 
tomers that  the  ad  brought.  Many  people  came  to  the  store 
for  the  first  time  and  we  were  able  to  interest  a  number  of  them 
in  paving  us  a  second  visit.  We  followed  this  up  with  a  half- 
page  ad  announcing  the  winner.  We  are  of  the  opinion  that  this 
scheme  paid  for  itself  several  times  over." 


»^' 


li 


) . 


I 


111 


III 


ll 


CHAPTER  XVI. 
SENSATIONAL  ADVERTISING. 

Different  methmls  have  to  be   used  bv  different  stores   in 
(^rder  to  (h-aw  trade.    Much  depends  upon  the  class  of  customers 
that  patronize  the  store.     Some  stores  that  enjoy  a  very  high 
class  trade  can  afford  to  be  very  conservative  in  their  methods— 
they  hold,  and  with  reason,  that  any  advertising  that  could  be 
considered  in  the  least  undionificd,  would  be  distasteful  to  their 
patrons.     However,  the  stores  that  can  afford  to  stand  always 
upon  their  dignity,  are  few  and  far  between.     Most  stores  sell 
to  a  popular  trade— that  is,  they  sell  to  all  classes,  and  in  order 
to  reach  the  greatest  number,  they  must  employ  methods  that 
an   exclusive  store  might  consider  beneath   its  dignity.     Many 
stores   take  the  ground   that   a   store   must  plan   its  advertising 
methods  to  make  them  appeal  to  the  greatest  possible  number 
of  people  in  their  trade  territory. 

330.  A  Cinderella  Slipper  Contest— One  of  the  most  novel 
advertising  schemes  that  has  ever  come  to  our  notice  was  con- 
ducted by  Curme,  Davis  &  Gray,  shoe  dealers  in  Richmond,  Ind. 
It  was  a  daring  scheme  and  one  which  might  easily  have'  been 
made  a  failure  of.  In  this  case,  however,  thorough  preparation 
and  careful  management  made  it  a  tremendous  success.  In  a 
few  words,  the  scheme  was  this:  The  store  had  made  for  it 
the  finest  ])air  of  slippers  that  could  be  bought  and  offered  them 
to  the  woman  whose  foot  they  fitted  the  best,  the  fitting  to  be 
public.  The  newspaper  announcement  was  made  in  a  large  dis- 
play advertisement,  the  text  of  which  was  as  follows: 


SENSATIONAL  ADVERTISING 


265 


CINDERELLA    SLIPPER    CONTEST 

AT 

CURME'S  SHOE  STORE! 
The  contest  will  not  be  restricted  to  marriageable  young  ladies,  as 
in  the  fairy  story,  but  will  be  open  to  all  ladies  whether  married  or 
single,  as  the  object  of  the  contest  is  not  to  secure  a  bride  for  a  fabled 
prince,  but  is  for  the  purpose  of  exhibiting  the  skill  and  handiwork  of 
the  makers  of  our  Ladies'  Slippers;  neither  are  the  slippers  made  of 
glass,  but  as  becomes  this  more  practical  age,  are  useful  as  well  as  orna- 
mental, and  the  lady  who  is  fortunate  enough  to  win  them  will  wear 
the  finest  pair  of  slippers  in  the  city. 

The  slippers  which  we  will  give  away  at  this  contest  were  made  for 
us  expressly  for  this  purpose  by  the  N.  D.  Dodge  &  Bliss  Co.,  of  New- 
buryport,  Mass.,  the  leading  slipper  manufacturers  of  this  country,  and 
are  as  fine  as  it  is  possible  to  make  them. 

All  that  is  required  of  the  contestants  is  to  try  on  the  slippers  and 
they  will  be  awarded  to  the  lady  that  they  exactly  fit. 

Mr  Harry  W.  Gilbert  of  this  city,  a  thoroughly  competent  judge, 
will  have  charge  of  the  contest,  and  will  decide  upon  the  winner  and 
make  the  award. 

Mr.  Curme  gives  the  details  of  the  plan  as  follows:     *'We 
held  our  Cinderella  slipper  contest  on  Saturday  evening,  April 
22,   and   it  was   successful   far   in   excess   of   our   anticipations. 
We  conceived  the  idea  that  this  might  be  a  good  scheme  to  en- 
liven the  Easter  trade,  for  while  it  was  rather  a  bold  stroke,  bemg 
along  an  entirely   different  line  of  advertising   to  us,   still   we 
thought  we  would  risk  it.    We  had  some  doubts  in  our  mind  as 
to  whether  the  better  class  of  ladies  would  publicly  try  on  a 
slipper  in  a  contest  of  this  kind  and  reahzed  that  a  failure  of  the 
affair  would  be  a  bad  thing  for  us,  but  we  thought  its  possible 
success  warranted  the  chance  and  our  belief  in  this  regard  was 
fully  sustained  by  the  result.     We  do  not  know  whether  a  Cin- 
derella slipper  contest  is  an  entirely  original  scheme,  but  it  cer- 
tainly is  as  far  as  we  are  concerned,  as  we  never  heard  of  any- 
thing of  the  kind  before  and  this  fact  naturally  made  us  uneasy 

as  to  the  outcome. 

"We  had  a  very  fine  pair  of  patent  colt  slippers  elegently 
beaded  with  cut  steel  beads,  size  i  B,  made  for  us  by  the  N.  D. 
Dodge  &  Bliss  Co.,  Newburyport,  Mass.  We  fixed  up  our  win- 
dow on  Wednesday  preceding  the  contest,  to  represent  as  nearlv 
as  possible  a  scene  from  the  Cinderella  fairy  tale.     The  base  of 


*> 


i:f 


26G 


SALES   PLANS 


the  window  was  covered  with  genuine  growing  grass,  through 
which  was  cut  a  winding  graveled  driveway  which  led  up  to  two 
wide  steps,  above  which  was  the  gilded  entrance  of  the  ball  room. 
This  was  constructed  diagonally  across  a  rear  corner  of  the 
window.  The  staircase  was  constructed  of  boards  gilded  with 
bronze,  in  the  center  of  which  was  rich  velvet  carpet.  There 
was  a  large  gilded  arched  entrance  to  the  ball  room,  which  was 
fitted  with  heavy  portieres  hanging  from  the  arch,  at  each  side 
of  the  arch  were  supporting  columns  capped  with  electric  lights 
upon  each  column,  the  electric  lights  being  in  the  elongated 
bulbs  tapering  to  a  sharp  point.  At  the  foot  of  the  staircase 
upon  either  side  were  large  growing  Easter  lilies  in  full  bloom, 
on  one  of  the  steps  was  the  Cinderella  slipper  which  was  sup- 
posed to  have  been  dropped  by  Cinderella  after  her  flight  from 
the  ball  room  a  minute  after  twelve  o'clock,  the  hour  being  in- 
dicated by  a  clock  in  the  tower  above  the  entrance.  In  the  gravel 
driveway  in  front  of  the  place  was  a  pumpkin  drawn  by  six 
mice,  the  driver  seated  on  top  of  the  pumpkin  being  also  a  mouse. 

"All  of  this  was  to  portray  the  scene  in  the  Cinderella  fable 
that  Cinderella's  coach,  driver  and  six  black  horses,  which  had 
been  transformed  by  the  fairy  Godmother  from  a  pumpkin  and 
mice,  had  been  changed  back  into  their  original  condition  after 
the  hour  of  twelve.  Simultaneously  with  our  window  display 
we  published  large  advertisements  in  the  newspapers,  describing 
the  contest.  All  of  these  ads  were  after  the  order  of  the  one 
shown  above,  all  being  in  display  type,  of  course.  We  supple- 
mented this  with  numerous  locals  concerning  the  affair,  and  con- 
tinuously, up  to  the  time  of  the  contest,  our  window  was  be- 
sieged with  a  large  crowd  of  people.  The  contest  was  in  charge 
of  Mr.  Harry  Gilbert,  who  was  formerly  in  the  shoe  business 
in  this  city.  At  7  o'clock  Saturday  evening,  when  Mr.  Gilbert 
commenced  to  try  on  the  slipper,  and  for  nearly  three  hours  we 
had  the  biggest  crowd  ever  seen  in  a  shoe  store  in  Richmond, 
newspaper  reporters  in  their  write-ups  of  the  affair  estimated  the 
number  at  two  thousand.  The  biggest  surprise  of  the  whole 
affair  was  the  class  of  people  who  attended,  as  the  contestants 
and  spectators  consisted  of  the  best  people  in  the  city  and  the 
slippers  were  finally  awarded  to  a  prominent  young  society  lady 


SENSATIONAL  ADVERTISING 


267 


but  recently  married.  The  slipper  fitted  seven  or  eight  of  the 
contestants  very  nicely,  and  it  would  have  been  difficult  to  have 
decided  between  some  of  them,  but  they  fitted  the  wmner  per- 
fectly The  judge  stated  that  he  had  never  seen  such  a  pertect 
fit ;  they  appeared  to  have  been  molded  on  the  foot,  being  abso- 
lutely perfect  in  every  way.  „     ,    ,      j  -i 

"The  contest  attracted  such  attention  that  all  of  the  daily 
papers  wrote  up  lengthy  articles  about  it,  as  news  items,  without 
cost  to  us  and  all  of  them  after  the  contest  wrote  similar  articles 
describing  the  contest  and  giving  us  very  flattering  mention  con- 
cerning the  affair.  As  an  advertising  scheme  we  think  it  su- 
perior to  anything  we  ever  heard  of,  the  contest  was  the  talk 
of  the  town  'for  a  week,  and  we  believe  has  done  us  more  good 
than  years  of  advertising  in  the  ordinary  way  could  do.  the 
whole  scheme  was  conceived  and  worked  out  by  Mr.  Percy  A. 
Gray  of  this  firm. 

331  A  Sensational  Scheme-The  Davis  &  Waters  Com- 
panv,  of  Waterloo,  la.,  believe  that  "a  little  dash  of  the  sensa- 
tional" is  a  very  good  thing  occasionally  to  wake  the  people  up. 
This  novel  scheme  to  advertise  the  beginning  of  a  Mill  Kem- 
nant  Sale"  was  recently  conducted  by  them  with  great  success. 
The  plan  is  explained  in  the  following  clipping  from  an  article 
which  appeared  in  two  of  the  Waterloo  papers : 

This  progressive  firm  is  not  content  to  do  as  others  do.  but  con- 
tinually "do  things  different."  In  talking  to  a  representative  »«  «he  K^- 
r<:l!'this  morning,  they  gave  it  out  that  at  4:00  o^'^f^J^^^^yJ^^^;^ 
ruary  i8th.  they  will  let  go  from  the  second  story  of  their  big  store  on 
Commercial  street  1.  live  pigeons.  Each  bird  will  carry  a  card  sectn-e ly 
tied  to  it,  on  which  will  be  written  the  name  of  some  article  of  mer 

'"'"The  cards  will  be  large  enough  to  impede  the  speed  of  the  bird  and 
it  will  come  to  the  street  below,  and  the  person  securing  the  bird  and 
card  will  be  given  absolutely  free  the  article  marked  thereon^  There  s 
no  other  condftion,  so  we  take  it  for  granted  that  all  are  -vted  to  be  on 
Commercial  street  Thursday  afternoon  at  4-.oo  o'clock  to  see  and  partic- 
ipate in  catching  these  live  pigeons. 

Following  the  above  notice  was  a  list  of  good  prizes  and 
an  advertisement  explaining  the  plan  appeared  in  both  newspa- 
pers    The  town  and  surrounding  country  were  flooded  with  a 


BiBKiiiliiilliltUHi 


*n 


- 


268 


SALES  PLANS 


good  circular  advertising  the  Mill  Remnant  Sale.  Long  before 
the  hour  appointed  for  liberating  the  pigeons,  there  were  fully 
3,000  people  waiting  in  the  vicinity  of  Davis  &  Water's  store 
to  see  the  fun.  It  was  like  a  crowd  waiting  for  a  circus  parade 
and  the  people  were  in  such  numbers  that  traffic  was  blocked  and 
the  firm  was  compelled  to  give  the  birds  their  liberty  before  the 
advertised  time  arrived.  When  the  first  pigeon  was  liberated 
the  crowd  cheered  loudly  and  each  succeeding  bird  that  was 
tm-ned  loose  called  forth  great  applause  and  a  wild  scramble 
when  it  fluttered  to  the  street  below.  Both  newspapers  contained 
lengthy  *'free  write  U])s"  of  the  afifair.  This  is  what  Mr.  Waters 
says  about  the  scheme  and  its  results: 

The  idea  of  liberating  prize  bearing  pigeons  came  to  me  and  I  used 
it  as  an  inlroduction  to  a  "Mill  Remnant  Sale."  It  was  the  best  of  all 
the  "sensational"  advertising  I   have   ever  attempted. 

We  gave  out  twelve  prizes  as  advertised.  Eight  were  claimed  on 
the  day  the  birds  were  liberated  and  on  the  following  day  the  other  four 
were  called  for.  \\c  "played  fair"  with  every  one  from  beginning  to  end, 
and  allowed  the  captors  of  the  birds  to  select  their  own  goods  from  the 
best  we  had  in  stock. 

True,  the  whole  thing  was  most  sensational,  but  it  drew  and  has 
proved  a  lasting  benefit  to  us.  In  the  "mill  remnant  sale"  which  followed 
continuously  for  eight  days,  we  had  the  utmost  difficulty  in  handling 
the  crowd  which  thronged  the  store.  We  opened  for  business  in  Water- 
loo on  June  30,  1903,  and  our  success  during  one  year  proved  to  us  that 
a  little  of  the  sensational — say  once  every  six  months — pays.  We  do 
not  depend  upon  this  kind  of  advertising  altogether,  however,  and  keep 
after  the  trade  between  times  as  well. 


332.  Poultry  Show — A  poultry  show  in  a  drug  store  may 
seem  somewhat  of  an  anomaly  yet  that  is  what  may  be  seen 
every  year  in  a  New  York  town.  The  druggist  who  conducts 
it  has  evidently  found  it  a  good  advertising  venture  too,  for  he 
has  made  this  exhibition  of  fowls  a  regular  feature  for  four  or 
five  years.  The  show  was  at  first  held  in  the  drug  store  proper, 
but  it  has  now  outgrown  such  limited  quarters  and  is  held  in 
some  rooms  above  the  store,  although  the  druggist  still  acts  as 
manager.  It  is  held  for  the  ostensible  purpose  of  advertising  a 
poultry  food  that  the  druggist  manufactures  and  sells,  but  it  also 
serves  to  advertise  the  other  branches  of  the  drug  store. 


SENSATIONAL  ADVERTISING 


269 


A  number  of  vcars  ago  the  druggi.t  began  selling  pouUry 
food      To  intro.lucc  the  food  he  offered  prizes  to  loca    elncko. 
f^:  ers    nil  fanners  for  the  heaviest  and  best  fowls  of  var.ous 
breeds  that  had  been   fed  npon   food  bought   fron,  hnn.      Ih 
nr Le'    Ire  not  espeeiallv  valuable,  but  the  drugg.st  js  .,une  a 
Saland  managed  to  stir  up  a  good  deal  of  fn-db^nva  1. 
between  the  <lifferent  chicken  raisers.     As  a  result  a  goo<l    Ual 
of  Interest  was  aroused  and  the  affair  was  a  success  from  an 
advert  s.t  point  of  view.    The  winning  chickens  were  exh.b.ted 
„    h     wtcLvs  of  the   store.     That  was  the  begmn.ng  from 
which  was  evolved  the  more. pretentious  shows  be  now  holds. 
"      So^:  after  this  he  got  out  a  small  booklet  contammg  th 
ndes  of  exhibition  and  a  list  of  prizes  for  a  regular  pmdto 
ow  to  be  held  the  following  vear.     The  l^--  --;-       . 
most  part  merchandise,  but  there  were  also  two  or  three  monc> 
Tw  rcand  a  silver  cup  as  a  sweepstake  for  the  best  a^Womul 
Wl     The  whole  lot  of  premiums  did  not  cost  more  than  h   > 
or  sixty  dolTars.     The  booklet  bad  something  to  say  about  the 
poultr^fo^  and  about  the  druggisfs  prescription  department 
rwell  as  the  other  branches  of  his  business.    It  was  thorougbK 
circulated  throughout  the  town  and  surroundmg  <^«"""^> " 

This  show  was  a  great  success  and  so  have  been  those  that 
bave  flowed.  They  fast  three  days  and  are  well  at.endec^no 
only  by  the  farmers  but  by  the  townspeople  as  well.  \\  .th 
fl  mers  however,  thev  are  especially  popular.  These  shov  . 
iavTg  ven  the  drtiggist  a  footing  with  the  country  people  thai  he 
couUnllve  got  in  no  other  way  and  have  been  d.rectly  respons.ble 
for  a  large  and  profitable  country  trade. 

333.  Wanted-1,000  Cats-A  great  many  odd  ^  ^^^ 
wavs  have  been  adopted  by  merchants  to  gam  pubhc>t>  for  the  r 
lo  es  blft  most  advertisers  have  overlooks  the  possd,.l.t,es  of 
ro^dinar  house  cat  as  a  medium  of  publicity.  Frazer  Uroth- 
er  of  Topeka,  Kansas,  evidently  do  not  believ.  m  st.kmg  ^. 
the  beaten  path  in  advertising  their  grocery  store.  Thc>  ad 
vtrtised  ?n  the  Sundav  papers  that  they  wanted  one  thousand 
cS  and  would  pay  a' liberal  price  for  every  full  f^rown  fehn  . 
ate  and  in  gooVhealth,  delivered  to  their  store  on  Monda>. 


ilt* 


] 


li 


h 


i 


270 


SALES  PLANS 


This  advertisement  naturally  occasioned  a  good  deal  of  com- 
ment, for  the  people  of  Topeka  could  not  understand  what  need 
a  grocery  had  of  a  thousand  cats.     Some  people  who  professed 
to  have  mside  information  intimated  that  the  cats  were  to  be 
shipped  to  an  eastern  fiddle  factory ;  others  hinted  that  the  tabbies 
were  to  be  pulverized  and  mixed  with  sawdust  to  make  a  new 
breakfast  food,  and  various  other  theories  of  equal  plausibilitv 
were  advanced.     Most  people,  however,  looked  upon  the  ad    as 
a  good  joke  and  nothing  more.     In  the  meantime,  a  lot  of  men 
and  boys  with  a  spirit  of  commercial  enterprise,  saw  in  the  ad 
a  business  opportunity,  and  proceeded  to  get  busy  with  the  vis- 
ible supply  of  cats. 

Monday  morning  saucers  of  milk  remained  untasted  on  many 
back   porches   in   Topeka— from  back   doors   Tabby   was   called 
m  vain.     When  Frazer  Brothers  opened  their  store  there  was  a 
crowd  of  men  and  boys  waiting  around  the  door  with  stran-e 
looking  bundles  that  contained  not  a  thousand  cats,  perhaps    but 
a  very  fair  representation  of  the  feline  population  of  Topeka 
There  were  cats  of  all  kinds-large  cats  and  small  ones-society 
cats  with  ribbons  around  their  necks,  and  alley  cats  with  their  ears 
chewed  oflF.    One  man  had  brought  down  the  familv  cat  in  a  bird 
cage :  another  had  two  large-sized  ones  in  a  dress  suit  case  •  others 
brought  them  in  baskets,  bags  and  boxes.    All  of  them  were  paid 
for  and  deposited  in  the  rear  of  the  store. 

Then  the  object  of  Frazer  Brothers'  corner  in  cats  developed. 
A  large  advertisement  was  securely  attached  to  the  tail  of  each, 
and  thus  decorated  they  were  "scatted"  out  of  the  store.  Cats 
were  seen  going  in  all  directions,  and  the  advertisements  were 
carried  to  all  parts  of  the  city.  Afterward  a  guessing  contest  was 
conducted  and  a  sack  of  flour  was  given  to  persons  guessing  the 
exact  number  of  Maltese  cats  in  the  lot.  One  guess  was  allowed 
with  each  ten  cent  purchase. 

334.  Throwing  Goods  Away— For  several  years  Reid  &  Con- 
ger have  been  using  what  they  call  a  "Throw  Away"  scheme.  The 
plan  is  simply  to  throw  a  lot  of  merchandise  from  the  top  of  their 
building  to  be  scrambled  for  by  a  crowd  in  the  street  below.  The 


SENSATIONAL  ADVERTISING 


271 


goods  thrown  away  is  old  stock  that  would  be  difficult  to  sell, 
so  the  cost  is  inconsiderable, 
and  they  say  that  the  advertis- 
ing they  get  from  the  plan  is 
all   out   of   proportion   to   its 

cost. 

The  scramble  is  adver- 
tised for  about  a  week  before 
it  occurs,  and  on  the  day  that 


the   goods   are   to  be  thrown 
away  a  great  crowd  of  spec- 
tators is  lined  up  along  the 
street  to   see   the   fun.     City 
policemen  are  detailed  to  keep 
order,  and  reporters  from  all 
the    papers    are    on   hand    to 
write  up  the  lively  scene  to 
follow.    In  fact,  the  people  of 
Clinton  make  quite  an  event 
of  the  scramble  and  the  store 
gets  a  great  deal  of  publicity 
from  it.     The   accompanying 
repro<luction  is  from  a  large 
newspaper  advertisement.     It 


REID  &  CONGER 

HOWES  BLOCK. 

HEREIS  e  PICNIC 

FUN  FOR  SATURDAY  P.M.  g^jf  tie 
PoUcc  force  of  Clinton  will  be  on  duty  at  the  corner  of 
2nd  Street  and  Sth  ave.  to  preserve  order. _ 

WHf  T'S  IT  ALL  ABOUT 

ONLY  THIS,  ^Tg  jjave  20  more  coats  aad 
Jackets  than  we  can  •mH — original 
selling  price  $167.25— a  cash  offer 
for  a  less  suni  w>)uld  bt  accepted— 
bnt  it  is  not  in  sight  and  we  pro- 
pose to  ose  them  as  a  big  drawi«f, 
card  to  attract  the  people  to  oar 
store  at  the  hour  mentioned. 

BE  ON  HflND 

PROMPTLY    ^t  4^.clock 

-  Saturday   when    we    will    throw 

i^  from  the  roof  of   tbc   HOW  E  S 

^  BLOCK  Twenty  Boxes  of  Cloak* 

-,,     and  Jackets   and    they  beloo|:  tar 

•*    whoever  secures  them. 


LflST    YEflR 


WE  THREW  AWAY  5^753  worth  xndiht 
crowd  it  attracted  blocked  the  entire  streets  aroood 
our  «tdre.  it  took  half  a  do«n  poUce  to  «=;>'^  *  ^"X 
for  vehicles -and  the  street  car  line-with  <lo»bte  tik* 
■umber  of  coats  at  a  cos|  of  double  the  ^»l«  "^mo« 
iicv\.->p«p^i     "V. , publicity  we  expect  to  double  the  crowd  and  have  notur 

will  give  an  idea  of  the  way  «^'Kl"  win£%'"iS,''o'f:«.e^'-ib  u» 

1         ^'      J      itMaks  oresent  to  take  snap  .hols  »t  the  »»l>eiice-- 

the    scheme    was    advertised.   5f^'„'.?the  people  to  kefpperiectirq^ttiutjjj 

.     •  i1  „,,  kive  »  BOOd  picture  of  Ihemselvcs-t!  «  tlirtw 

Raid  &  Conner    explain    the  Si»Je.tfoprel,™.rder--=  «m  p.rehj«»4 

l\cm    vx.  -,  1  present  one  of  these  photograph!  10  ttaperK«tt»M» 

details  of  thoir  plan   as   toi-  the  test  pkwe. 

lows :  , 

We  have  used  these  '"Throw  Away"  schemes  for  several 
vears.  Considering  the  cost,  we  believe  it  to  he  one  of  the 
hest  advertising  schemes  we  have  ever  tried.  The  last  -scramble 
was  for  ladies'  jackets,  and  while  the  original  price  was  $167.25. 
as  advertised,  they  were  coats  and  jackets  that  had  been  earned 
over  from  previous  seasons  and  had  no  real  value.  They  were 
much  better  out  of  our  stock  than  in  it.  even  if  they  had  to  be 
..iven  awav.  We  showed  one  fairly  good  garment  on  a  form  .n 
The  window,  and  the  rest,  some  twenty  or  more,  were  put  up  m 


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273 


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lar^e  cloak  boxes.  The  boxes  were  corded,  and  the  size  of  the 
enclosed  garment  marked  on  them  in  large  figures.  These  were 
stacked  np  conspicuously  in  the  window  for  a  week  or  more  be- 
fore the  day  of  the  scramble.  A  large  show  card  in  the  window 
explained  what  was  to  be  done  with  the  jackets.  We  made  the 
hour  for  throwing  the  things  away,  four  o'clock,  to  give  the  peo- 
ple plenty  of  time  to  do  their  shopping  and  to  hold  those  who 
would  otherwise  have  gone  home  earlier. 

The  affair  lasted  forty-five  minutes  and  was  a  great  success. 
Every  time  a  bundle  was  thrown  down  there  was  wild  applause 
in  the  street  and  the  good  natured  struggle  that  followed  until 
some  one  got  final  possession  of  the  box,  was  a  source  of  great 
amusement  to  the  hundreds  of  spectators. 

A  similar  scheme  was  employed  by  a  large  clothing  house  in 
Tandergrift,  Pa.  They  advertised  that  between  six  and  seven 
o'clock  in  the  evening  of  a  certain  day,  they  would  throw  from 
the  top  of  their  building,  bundles  containing  full  suits  of  men's 
and  boys'  clothes.  Thirty  packages  were  to  be  thrown  away, 
and  each  one  was  guaranteed  to  contain  a  full  suit  of  clothes. 
The  advertisement  further  stated  that  if  the  suits  were  not  sat- 
isfactory they  could  be  exchanged  the  next  week.  They  give  the 
following  account  of  the  scramble : 

"At  the  hour  set  there  was  a  crowd  of  at  least  8oo  people  in 
front  of  the  store,  and  to  make  things  more  interesting  we  had  the 
Vandegrift  Band  out,  which  played  while  the  suits  were  being 
s'^rown  away.  It  was  the  greatest  excitement  ever  created  in 
this  city,  and  the  best  efforts  of  the  police  were  required  to 
keep  the  crowd  away  from  the  windows.  It  was  the  talk  of  the 
town  for  weeks. 

*Tf  any  other  merchant  were  to  try  the  same  scheme,  how- 
ever, we  would  advise  them  to  advertise  that  no  children  would 
be  allowed  in  the  scramble,  as  there  were  two  small  boys  injured 
in  ours.  In  our  scheme  there  was  also  a  slight  misunderstand- 
ing. The  suits  we  threw  away  were  mainly  for  boys  and  children, 
and  some  of  the  men  who  got  child's  suits  had  the  idea  that  they 
could  exchange  them  for  men's  suits  without  paying  any  dif- 
ference.   All  said,  however,  it  was  a  grand  success." 


335.  Money  at  Reduced  Prices — Some  time  ago  a  merchant 
in  Washington,  D.  C,  advertised  that  he  would  sell  new  one 
dollar  bills  for  90  cents  each  for  two  hours  on  a  certain  date. 
He  kept  his  word  and  during  the  sale  a  string  of  people  more 
than  a  block  long  was  standing  waiting  for  their  turn  to  get  into 
the  store.  One  thousand  new  treasury  notes  were  wrapped  up 
and  delivered  to  customers  while  the  sale  lasted.  Whatever  ad- 
vertising the  merchant  got  out  of  the  scheme  cost  him  $100. 

A  St.  Louis  merchant  used  a  similar  scheme  but  a  less  ex- 
pensive one.  He  advertised  five-dollar  gold  pieces  at  the  bargain 
price  of  $4.98  and  his  sale,  too,  was  limited  to  two  hours.  This 
sale  also  was  a  great  success  in  the  sense  that  it  drew  an  enor- 
mous crowd.  People  fairly  fought  their  way  to  the  counter 
where  the  gold  pieces  were  being  sold.  The  cost  of  this  sale  was 
not  more  than  $20. 

There  is  no  doubt  that  advertising  of  this  sort  brings  pub- 
licity. It  certainly  creates  talk  and  gets  the  name  of  the  store  be- 
fore the  public.  Whether  or  not  it  pays  is  a  question  that  would 
be  hard  to  answer,  but  we  are  inclined  to  doubt  it. 

E.  C.  Quinby,  who  conducts  a  clothing  store  in  Carthage, 
III.,  succeeded  in  getting  his  store  talked  about  a  great  deal  by 
an  outlay  of  $30.  A  merchant  in  the  same  line  of  business,  across 
the  street  from.  Mr.  Quinby,  was  conducting  a  sale  that  had  been 
well  advertised  and  was  doing  lots  of  business. 

Mr.  Quinby  decided  that  it  was  up  to  him  to  do  something. 
He  went  to  a  bank  and  procured  600  new  silver  dollars.  These 
he  placed  in  a  show  window  with  a  card  that  read  as  follows: 
"A  real  bargain — Silver  Dollars  at  95  Cents.  Customers  must 
make  their  own  change.  One  sold  at  a  time."  In  a  very  short 
time  the  window  was  besieged  by  people  stopping  to  get  a  glimpse 
and  it  was  only  a  little  time  before  the  news  had  spread  all  over 
the  city.  In  the  rush  that  followed  the  6cx)  dollars  did  not  last 
long.  Quite  a  little  extra  business  was  done  and  Mr.  Quinby 
expresses  himself  as  perfectly  satisfied  with  the  results. 

336.  An  Original  Street  Car  Ad — A  small  boy  on  a  trolley 
tar  between  Yonkers  and  Mount  Vernon,  N.  Y.,  recently  attracted 
a  good  deal  of  attention.    Small  boys  on  trolley  cars  are  common 


t 


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275 


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r^m 


enough  but  this  youngster  was  an  unusually  small  specimen  to  be 
riding  about  by  himself.  The  thing  that  attracted  attention,  how- 
ever, was  a  large  tag  tied  around  the  little  fellow's  neck.  That 
card  was  the  center  of  attraction  for  everyone  in  the  car. 

"It's  a  shame,'*  said  a  stout  old  gentleman,  *The  idea  of 
shipping  babies  about  town  as  though  they  were  express  packages. 
I  suppose  that  card  tells  the  name  of  the  street  where  he  is  to  be 
put  off— I'll  look  and  see." 

He  moved  up  to  the  youngster  and  turned  the  tag  over. 
What  he  read  on  it  caused  him  to  resume  his  se^t  somewhat  hur- 
riedly. •  Several  other  passengers  took  the  trouble  of  examining 
the  inscription  on  the  card  and  all  of  them  returned  to  their  seats 
with  a  smile.  Then  they  leaned  back  and  waited  for  others  to 
examine  the  tag. 

All  new  comers  in  the  car  were  watched  closely.  Each  one 
would  glance  at  the  little  fellow,  then  notice  the  tag  and,  his 
curiosity  being  aroused,  would  crane  his  neck  and  twist  himself 
into  all  sorts  of  uncomfortable  positions  to  read  the  inscription. 
The  expression  on  his  face  after  he  had  read  it  was  the  cause  of 
more  laughter  than  an  ordinary  one  ring  circus. 

The  inscription  on  the  card  was  as  follows:  ''Don't  worry 
about  me.  I'm  going  to  Blank's  Shoe  Store — They  sell  the  best 
shoes  in  town  for  the  money" 

337.  Gave  Away  Shirts — Krause  Bros.,  haberdashers  in 
Indianapolis,  found  themselves  with  a  large  lot  of  boys'  stiff- 
bosomed  shirts  on  hand.  Now,  boys  generally  are  strongly  op- 
posed to  shirts  with  stiff  bosoms,  so  as  they  would  not  sell,  Krause 
Bros,  determined  to  give  them  away. 

They  advertised  that  at  7 130  on  a  specified  morning  a  good 
shirt  would  be  given  to  each  of  fifty  deserving  boys.  That  ad 
certainly  brought  results,  for  by  7  o'clock  in  the  morning  a  great 
crowd  of  boys  besieged  the  haberdasher's  door. 

The  distribution  began  at  7 130,  and  at  7 :35  the  supply  of  fifty 
shirts  was  exhausted,  while  only  a  small  proportion  of  the  boys 
had  been  supplied.  A  general  howl  went  up  from  the  youngsters 
who  had  failed  to  get  a  shirt.  A  careful  search,  however, 
brought  to  light  fifty  more  shirts,  and  these,  too,  were  passed 


out  to  the  urchins.  The  whole  transaction  lasted  no  longer 
than  fifteen  minutes,  but  throughout  the  day,  small,  tattered  boys 
appeared  at  the  store  in  quest  of  free  shirts. 

338.  Threw  Money  Away-A  clothier  in  Youngstown, 
Ohio,  attracted  a  good  deal  of  attention  to  his  store  a  few  weeks 
ago  by  throwing  away  $100  in  pennies  to  be  scrambled  for  by  a 
crowd  of  boys.  The  affair  was  widely  advertised  and  the  10,000 
bright  new  coppers  were  exhibited  in  a  great  pile  in  one  of  the 
clothier's  show  windows.  Long  before  the  appointed  hour,  the 
.treet  was  filled  with  boys  of  all  sizes  waiting  for  the  shower  of 
pennies  When  the  scramble  commenced,  it  was  a  truly  remark- 
able sight  and  afforded  amusement  for  a  large  crowd  of  spec- 
tators who  had  gathered  to  see  the  fun. 

Max  Kleeman  &  Son,  proprietors  of  a  dry  goods  store  at 
Shelbyville,  III,  recently  adopted  a  similar  plan  to  get  people 
interested  in  a  special  sale.  It  was  advertised  that  on  the 
morning  of  the  opening  day  a  pint  of  new  pennies  would  be 
thrown  from  the  top  of  the  building  into  the  street  below. 

339.     A  Photographic  Scheme— H.  A.  Meldrum  Co.,  Buffalo, 
N   Y    during  a  fall  sale,  had  a  photographer  to  take  snap  shots 
of  the  crowds  in  their  store.     One  picture  was  taken  each  day 
and  was  published  in  the  newspapers  on  the  following  day.    Ev- 
crv  one  whose  face  appeared  in  the  photograph  was  given  $2.50 
in^  merchandise   upon   identification   within    ten   days.      Nobody 
knew  at  what  time  or  in  which  part  of  the  store  the  picture  would 
be  taken.    Each  photograph  took  in  about  a  dozen  people.    This 
idea  was  originated  by  the  Hearst  newspapers  as  an  advertismg 
scheme.     Thev  sent  a  photographer  through  the  streets  taking 
pictures  of  crowds,  and  anyone  whose  face  appeared  was  given 
$5,  providing  he  or  she  held  a  copy  of  the  last  edition  of  the 
Hearst  paper. 

340     A  Freak  Scheme-Harry   Alschuler,   a  merchant   of 
Sterling,  111.,  pasted  a  $5  bill  to  the  glass  on  the  inside  of  one  o 
his  show  windows.    Below  it  a  typewritten  sheet  explained  that 
the  bill  would  be  given  away  on  a  certain  Saturday  evening. 


.      « 


276 


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4 


The  notice  stated  that  the  bill  would  be  given  to  a  man  who  would 
be  walking  on  Third  street  between  Avenue  A  and  Second 
Avenue  between  the  hours  of  8  and  g  o'clock  that  evening.  The 
first  man,  woman  or  child  who  said  to  this  man  (whose  identity 
was  unknown  to  the  public,  ''Are  you  the  man  with  Harry  Al- 
schuler's  $5  bill?"  was  to  get  the  money  free.  It  is  unnecessary 
to  state  that  a  crowd  was  drawn  to  that  section  of  the  street  where 
Mr.  Alschuler's  store  is  located. 

341.  The  Mysteridus  Mr.  Bangs— F.  A.  Corbishley,  a 
clothier  in  Sandusky,  Mich.,  attracted  a  good  deal  of  attention  to 
his  store  by  an  unusual  advertising  scheme.  In  a  newspaper  ad  he 
published  four  photographs  of  a  man,  but  in  each  picture  the  face 
was  carefully  concealed.  The  man  was  dubbed  "The  Mysterious 
Mr.  Bangs,"  and  a  $25  suit  or  overcoat  was  offered  to  the  first 
person  to  discover  his  real  identity.  It  was  stated  that  Mr. 
Bangs  was  a  well  known  resident  of  the  town  and  the  people 
were  accustomed  to  meeting  him  many  times  each  week.  For 
each  $1  cash  purchase,  the  customer  was  given  one  guess.  Dif- 
ferent poses  of  Mr.  Bangs  were  published  every  day.  Variations 
of  this  plan  have  been  used  by  a  number  of  stores. 

342.  An  Old  Scheme  Revived — Redlick's  store  in  Fresno, 
Cal.,  recently  published  the  following  advertisement  in  local 
morning  papers.  This  scheme  in  a  different  form  was  used  suc- 
cessfully several  years  ago  to  advertise  a  popular  book : 

"This  afternoon  between  2  and  4  o'clock,  a  man  will  walk 
from  the  postoffice  north  on  J  street  to  Fresno,  west  on  Fresno 
to  I,  south  on  I  to  Tulare  and  east  on-  Tulare  to  the  postoffice. 
He  will  be  smooth  shaven,  light  complexioned,  wearing  a  light 
colored  suit  of  clothes.  He  is  about  5  feet  7  inches  tall ;  he  will 
have  a  package  containing  a  pair  of  Walk  Over  shoes.  The  first 
man  who  approaches  him,  shows  him  this  advertisement,  cut 
from  this  paper,  and  at  the  same  time  says :  'Do  you  wear  Walk 
Over  shoes  ?'  and  to  whom  he  will  answer :  'Yes,  you  bet  I  do,* 
will  be  given  an  order  on  this  store  for  a  pair  of  the  finest  Walk 
Over  shoes  made,  free  of  charge. 


INDEX. 

K-  o  Jo  thu  index  refer  to  sections,  not  pages.    Thus,  A  Japanese  Sale 
,';„«:nra*d.«Hpt';ororrjapan.«  Sal.  w„.  b.  found  under  .ecUon  ,. 

A                                              Benefit   Sale,   Employes*    ....... ; IJ 

Big    Store's   Christmas   Advertising..  55 

Black   Tag   Sale    ^J 

Booklet,    A    Shoe • 21« 

of  Christmas  Suggestions o* 

Boys,    Contest    for    School 13» 

Free    Rifles    for    1*7 


Accident   Insurance    Free 98 

Ad   Clipping  Contest ^J; 

Ads,  Bulletin •    •• JJJ 

Getting   People  to   Read. 309 

Training  People  to   Read.......  la^ 

Advertisements,    Getting    People    In- 

terested  in ~"^ 

Ls-sting ;^^ 

Advertise   a   Sale,   Contest   to ^&^ 

Advertising,   A   Clothiers i^^ 

j^    City       "^ 

A   Fancy   Work   Department....  293 

An    optical    Department ^^^ 

A  Rebate   System   JJ^ 

A    Red   Tag    Sale 225 

A    Refrigerator    ^*; 

A   Shoe   Sale    ]*l 

A   Special   Sale    JJ2 

Balloons    238 

Diamonds     • **° 

For  a  Hardware   Store 213 

Inexpensive     '^^ 

Scheme,    a    Newspaper    ^^^ 

Shoe    Store    ]lt 

Testing    Newspaper iOjf 

The    Big    Store's    Christmas 56 

Ad    Writing    Contest.... ^^» 

Agents,   Selling   Through    ^j» 

Aluminum    Dollars    »» 

Trading    Checks    i^» 

Anniversary    Contest    -*-'» 

Sales     

Attraction,    A    Window.. 192 

For   Children,    Interior    1^» 

Auction,    A    Dutch ^*" 

Auto-Car  Contest f^J 

Automobile,    Gave    Away   an i'>i 

Santa  Claus  in  an »* 


Babies,   Rings   Free   to   . . . . .,; 139 

"Baby    Advisory    Department       J^» 

Shoes    Free 1*1 

Balloons,    Advertising    ^^^^ 

Balloon  Sale  „zi 

Baking    Contest     •  •  •  W  '  u «« 

Bank   Accounts  with  .$5    Purchases..     86 

Bargain    Days,    Special     «' 

Days,    Monthly    '* 

Lists^    Special    ^%^ 

Man    -it 

Window    • l^% 

Bargains,  Unpublished **^ 


In    Livery 


25.S 


Prize    Contest    for    13J 

Suits,    School    Books    with 11| 

Broad     Guarantee     **^ 

Bulletin    Ads.     •••    •• 11% 

Board.   A   Traveling..... 2-7 

Business    Scholarship   as    Prizes 301 

Buttons   for   School   Child/en    i-* 


103 


Candy,    Premiums    in    

Carnival    Sale     ° 

Carpet    Free     ■■ ^ii 

Carriages   Sent   for   Customers 250 

Cash    Register    Contest     »-» 

Souvenirs     ^' 

Catalogue,    A    Christmas    « 

Selling    Shoes    by ** 

That    Paid ** 

Catch    Phrase,    Prize    For 1J6 

Celebration,  A  Jubilee   ^^* 

Certificates,    Merchandise    1»» 

Cinderella   Slipper   Contest 33U 

Charity    Sale,    A    Guaranteed    ii 

Sale     • -oi 

Voting    Contest    for.. 297 

Checks,   Aluminium   Trading    193 

Christmas    Gift    ••:••, ,^f 

Children,    A   Contest   for   School....   126 

A  Grab   Bag  for    134 

An  Exposition  for    • *» 

An    Interior    Attraction    for i^» 

A    Playground    for    132 

Christmas  Contests  for    59 

Contest    for    12* 

Interesting   School    l*» 

Prizes    for    Pretty 285 

Sales  Made  Through    124 

School   Buttons   for    123 

Writing   Contest   for 130 

Christmas      Advertising,      The      Big 

Store's     55 

Catalogue     ** 

Contest    for    Children »» 

Gift    Checks    • ®* 

Suggestions,   A   Booklet   of 63 

Window    Show    »» 


*t 


INDEX 


279 


I 


'  b 


278 


INDEX 


Circular,   A   Good    13 

Circularizing    an    Office    Building 162 

Circus    Day    Plan    329 

City,     Advertising    a 65 

Clean  Sweep  Sale,  Premiums  for  a..    121 

Clearing    Out    Dress    Goods 21 

Out   Old   Stock    10 

Clerk's   Sale    32 

Clock,  Guessing  Contest    310 

Closing    Out    Corsets 210 

Straw    Hats    207 

Clothier's    Advertising     131 

Sale     24 

Scheme     1^6 

Store   Paper    76 

Clothing    Circular,    Distributing    A..   315 

Given   Away    1^5 

Contest     320 

Coal    as    a    Premium 93 

Coffee   and   Tea    Trade,    Pushing 151 

Collars  Given  to  Purchasers  of  Shoes  120 

Combination     Sale     23 

Comparative    Prices    45 

Comparison  Sale    ^^ 

Competition,    Fancy    Work 294 

Meeting    Department    Store 216 

Competitive    Sale     29 

Contest,    A    Baking    269 

A  Cooking   Recipe    261 

A   Ccnundrum    264 

A    Co-operative    Voting 66 

A    Domino    256 

A    Hidden   Word    262 

A    Jontly    Conducted    Piano 70 

A   Missirtg   Word    259 

A    Picture    Puzzle    260 

Puzzle      60 

A    Remodeling    Sale    270 

A    Riddle    267 

A   Show   Window    265 

A    Unique    Voting    127 

Ad   Clipping    282 

An    Ad    Writing     -— — 

An   Auto-Car    266 

Anniversary      299 

An    Original     271 

Doll    Naming    *'** 

Druggists     286 

EsS3V      ••.•• ,,.•••••    *  f*^ 

for   Boys,    Prize    136 

for    Children    129 

for   Children,   A   Writing 130 

for     Children,     Christmas 59 

for  School    Boys    138 

for    School   Children    126 

Jingle     287 

Junior    Salesman    122 

Photographic    275 

Pie   Baking    .  .,. ^»* 

Proof-Reading    *»* 

Quotation     ^zl 

Store    Arrangement    fl* 

Suggestion    ...••• ^J; 

to  Advertise  a  Sale ;  •  v  i" '   oVi 

to  Advertise  Workingmen  s  Sales  311 

Word    Building    280 

Writing     277 

Conundrum  Contest   .....•..-. ^o* 

Cook- Book.  A  Loose   Leaf 157 

Cooking    Recipe    Contest...........   2hl 

Co-operative    Plan   to   Draw   Trade..     75 

Pumpkin   Contest    28» 

Store    Paper    »'' 

Voting   Contest    66 

Voting    Scheme    805 


Corn  Contests   292 

Cure    Publicity    234 

Corner    Drvig   Store    149 

Corsets,  Closing  Out 210 

Promoting   Sale   of 219 

Sold    by    the    Inch 37 

Coupon     Premium    Plan 89 

Cow-Bclls   as   Souvenirs    244 

Crayon    Portraits  as   Premiums 92 

Crowd,    Drawing    an    Early 188 

Getting   a    ._ 176 

Curios,     Exposition    of     53 

Customers,  Getting  New    144 

D 

Daily    Flyer    189 

Leader     180 

Special    Sale    38 

Decorating    a    Store    Without    Cost..    152 

Delivciy   Service,    Rural    150 

Department,  A   Mail   Order 40 

Baby    Advisory    1^5 

Managers'    Sale    15 

Store    Competition,    Meeting....   216 

Diamonds,    Advertising    228 

Dinner,    A    Free 241 

Dinners    Free   With    Purchases 117 

Dirty   Money    160 

Display,  Hosiery   200 

Displays    for    Women,    Hardware....   163 

Ten    Cent    Hardware 181 

Distributing  a   Clothing   Circular 315 

Dollar    Day     68 

Dollars,  Aluminum   88 

Doll    Naming   Contest    281 

Dolls.     Free     60 

Show    13| 

Domestic     Help     Department 24^ 

Domino   Contest    256 

Drawing  an  P2arly  Crowd 188 

Attention   to    Ads    273 

Dress    Goods,    Clearing    Out 21 

Trimmings,    Free    196 

Druggist's   Contest    286 

Special    Sales    for 18 

Receipt    Book    194 

Corn    Cure    Publicity 234 

Side   Line   for    203 

Store    Paper    »1 

The    Corner 149 

Drug   Store.   Opening   a   New 217 

Dull  Season.  Getting  Business  at  a..  186 
Duplicates  of  Purchases  Given  Away  116 
Dutch    Auction    240 

B 

Easter   Attraction    215 

Employes'    Benefit    Sale    16 

Encouraging    Early    Shopping ...    254 

Embroidery   and   Lace   Work,   Prizes 

for     295 

Essay  Contest    279 

Evening    Sale,    Saturday 35 

Every   Twentieth    Purchase    Free....   313 

Exchanging    Window    Space 182 

Excursions,    Free    95 

River    143 

Excursion   Trips  as   Prizes 298 

Exposition.    .Xn    Indoor 50 

for    Children    49 

for  Men   47 

Neckwear    ^^ 

of  Curios °3 

of  Manufactures   *^ 


48 


Exhibit,    A   Hardwa-c 

A   Pure    Food 


52 


Fair,    A    Housekeepers      

Fancy  Work  Competition ^  J 

Department,  Advertising  a 2J3 

Patterns,    Prizes    for  29*» 


296 
222 


48 

Hardware    Exhibit    036 

Skate    Advertising    .•  •   '"^^ 

Opening    •  •. ,"  "^ 213 

Store,   Advertising   for  a 2J| 

Store's    Original    Plan... -=*» 

Store  Paper,   An    Engh^,h    .  -  .^.  •      '» 
Hardwareman,  An  Accommodating..  24a 

Hatchet    Sale    . . • 907 

Hats,    aosing_Out    Straw  .■•■•   ^ 


First  Customer,  Premium  to ^       Help   Department     Domesttc  ■••••;;:  ^J^ 

Fi^rrSanL" Irerwith  Purchase.  UO        Help.n.  a   Sa.e^of  ^  S.ates. „ 


Five  Minute  Sale. .^^g 

Flowers    as    Premiums ^g^ 

Flyer,   A   Daily. gg 

Free   Accident   Insurance •••   ^^^ 

Dinner    ••••;•••••";•'■■ 117 

Dinners    With    Purchases •    iJJ 

Dolls     ••.•••.• 'I   196 

Dress   Trimmings    ^^ 

Excursions     •••.•••• 109 

Ice  With  Refrigerators i'^» 

Matinee  Tickets . ,  g 

Pipes    for    Workingmen J^^ 

RiHes  for  Boys ^3^ 

Rings  to  Babies •  • gg 

Savings   Bank   Account «| 

Shooting    Gallery    ^^ 

Street  Car  Tickets i«| 

Telephones   to   Customers 218 

Toys    

G 

General    Store   Paper .^^g 

Getting    a    Crowd 272 

a   List   of   Names. .,g 

a  List  of   Piano   Buyers !»» 

Business  at   a  D""   Seaso"- .  •  •   186 
Information  as  to  Customers....   i»» 

New  Customers.... „f.. 

Out  of   Town   Trade.......  •:••  201 

People    Interested    in    Advertise-  ^^^ 

ments    ••••••;  j 309 

Peoole   to   Read   Ads _„ 

People  to  Visit,  the  Store 172 

Telephone   Business .g 

Trade    Through    Schools 208 

Workingman's    Business *'« 

Gift  Checks,  Christmas 

Scheme     . .  •  • ^54 

Scheme,  Odd t,^ 

Gold  Rings  as  Premiums ^^^ 

Good   Circular '202 

Goods    Not    Advertised^ ;       3^ 

Grab   Bag   for    Children •     ^^ 

Grab   Sale    •  •  •  •  *. 115 

Groceries    for    Premiums JJJ 

Given    Away    ••••••• 310 

Grocer's  Guessing  Contest ^J° 

Paper     ••••;• ;;',   104 

Premium    Flan     •-•••• 247 

Grocery    Department,    tor   a ^^^ 

Guarantee,   A    Broad ^g^ 

A  Modern    •:•••••,• 31 

Guaranteed    Charity    Sale   ..  .••••.  • 
Guessing  Contest     An   Unusual..         ^ 

Contest,    Legitimate    g^g 

Sf 'size  ofrColla;: '. '. ! '. '. '  *•  *•  *•  *•  319 
When  a  Clock  Will  Stop 310 


Monday's    Business     

the  Sales  on  Underwear ^'^ 

Hidden    Word    Contest ^ 

Home,  Keeping  Trade  at ^^^ 

Hosiery    Display ^^^ 

Free   With    Shoes J»* 

Used    to    Draw    Customers ••    ^^^ 

House    Furnishings,    Inducements    to  ^^^ 

Buy     01 1 

Housefurnisher's  Plan ^.^ 

Housekeepers'    Fair    „«. 


How  Many   Collars?    • 

I 
Idea  for  a  Shoe  Sale. 


324 


190 
50 


l"„r/e4-rB"u,  •House   Furnish-  ^^ 

K^mS  i'r&Vs.  Gettini  1S| 

insurance  ^^-.fTT^s^.:::  ??j 

Free   Accident    ,0  = 

Interesting    School    Children      -..- •   13o 
Interior  Attraction  for  Children....   izo 

J 
54 

Jahr  Markt    • *       7 

Japanese    Sale    287 

&  oTn ducted  Piani  •  Con«s. :  l  i  i     70 

jubilee    Celebration     .. ga 

Junior  Salesman   Contest a« 


K 


Keeping  Trade  at 


Home 17* 


Hammering  Down   S^J^Wr*  •':;•..  163       Make   Hay..  Sale 
Hardware  Displays  for  Women. . . 

Displays,  T«n  Cent *"* 


Ladies*     Reception     in     a     C^o^h'"^  j^g 

Largest  Sad%f  P^eople'.  PriVes  for..   184 

Large   vs.    Small   Premiums !«!; 

Lasting    Advertisements    

L-ader,    A    Daily ,/vo 

L^lSate  Guessing  Contest 308 

Tptters    Using  Personal    •• *"^ 

Ubrary  to  hIip  the  Sale  of  Shoes. .  242 
List  of  Piano   Buyers,  Getting  a....   1|8 

Lists,    Special    Bargain ^as 

Little   Accommodation    255 

Livery,  Boys  in   ; 204 

Local  Mail  Orders..,. „ 

Loose-Leaf  Cook  Book....... JJJ 

Lost  Keys,  Insurance  Against......  wa 

M 

Mail  Order  Pepartment «« 

Mail  Orders  in  a  Small  Town......  ^JJ 

Local    ......••. Q» 

Magazines  as  Premiums.... J* 

^»lician  in   a  Show  Window 249 


27        Magician  in 


36 


Make-up 


.   Selling  Theatrical 203 


280 


INDEX 


INDEX 


281 


I 


U  k 


II 


Manager's  Sale,  Department 15 

Manufactures,  An   Exposition  of....  46 

Marbles  to    Boy  Customers 113 

Matinee    Tickets,    Free 107 

Meeting    Department    Store    Competi- 
tion      216 

Merchandise  Certificates   185 

Merchants     Unite     to     Hold     Spring 

Openings     72 

Men,    Exposition    for 47 

Missing   VVord   Contest 259 

Minister,  Voting  for  the  Most  Popu- 
lar       306 

Modern    Guarantee     164 

Monday's   Business,    Helping 73 

Money    at    Reduced   Prices 335 

Dirty     160 

Premiums    in    102 

Monthly    Bargain    Days 74 

Morning  Shoppers,  To  Encourage. . .  179 

N 

Names,  Cetting  a  List  of 272 

of  Piano  Buyers,  Premiums  for.  235 

Neckwear   Expositions    55 

New    Jersey    Idea 90 

Kind    of    Refunding   Sale 11 

Name  for  a  Sale 39 

Newspaper   Advertising   Scheme 263 

Advertising,  Testing    167 

Nine-Cent    Sale    34 

Novel    Reduction    Sale 197 

O 

Odd    Gift    Scheme 154 

Hosiery    Display    200 

Office    Building,  Circularizing  an 162 

Oil    Paintings    as    Premiums 96 

Old     Shoe     Sale 19 

Old    Stock,   Clearing  Out 10 

One    Price    Sale 3 

Opening.    A    Yellow 217 

Hardware     ^ 

Merchants  Unite  to  Hold  Spring  72 

Optical   Department,  Advertising  An.  223 

Orders    by    Telephone 1^8 

Original   Contest    271 

Out  of  Town  Trade,  Getting 201 

P 

Package   Sale   396 

Slips 145 

Paintings  as  Premiums,  Oil 96 

Patterns.  Prizes  for   Fancy  Work...  296 

Penny    Guessing   Contest 312 

Performance,    A    Window 199 

Personal    Letters,   Using 206 

Solicitation    232 

Piano   Buyers,   Premiums   for   Names 

of   235 

Buyers,  Getting  a  List  of 158 

Contest   Conducted  Jointly 70 

Dealer's     Scheme     '59 

Picture    Puzzle    Contest 260 

Pic    Baking    Contest 283 

Pipes.  Free  to  Workingmen 119 

I'hotographic  Contest    275 

Photographs    as    Premiums 94 

Playground    for    Children    in    a    Big 

Store     132 

Plan  to  Draw  Trade.  A  Co-operative.  75 

Popularity   Voting  Contest 307 

Popular    School,   For  the  Most 304 

Young  Lady,  For  the  Most 303 


Portraits  as   Premiums 98 

Poultry   Show    888 

Premium,   Coal   as  a 93 

Premiums,  Crayon  Portraits  as 92 

Flowers   as    118 

for  a  Clean  Sweep  Sale 121 

for  the  Names  of  Piano  Buyers.  235 

Gold   Rings  as   Ill 

Groceries  as  a 101 

in  Candy 103 

in   Money    102 

Large    vs.    Small 100 

Magazines  as    87 

Oil    Paintings  as 96 

Photographs  as    94 

Plan,    Coupon    89 

Plan,  Grocer's   104 

Tea    Kettles    as 99 

Theater  Tickets  as 108 

Unusual    Souvenirs   and 84 

to  the  First  Customer 222 

Prices,   Comparative    45 

Prize   Contest    for    Boys 136 

for  a   Catch    Phrase 146 

for   a    Heading    230 

for    Fishermen     276 

for  the   Largest  Load  of  People.  184 

Prizes  for    Fancy  Work  Patterns....  296 

for  Embroidery  and  Lace  Work.  295 

for    Pretty    Children 285 

"Problem"   Ad 170 

Promoting  the  Sale  of  Corsets 219 

Proofreading  Contest 284 

Pumpkin  Contest,  A  Co-operative...  289 

Plan 291 

Pure    Food    Exhibit 51 

Pushing  Tea  and  Coffee  Trade 151 

Puzzle  Contest 69 

Picture    268 

Queer  Contest    288 

Quotation    Contest    191 

R 

Railroad    Fares    Paid 183 

Rebate  System,  Advertising  a 175 

to  Help  a  Library  Fund 221 

J?eceipt    Book,    A    Druggist's 194 

Reception  in  a  Clothing  Store,  A  La- 
dies'       198 

Red  Tag  Sale,  Advertising  a 225 

Reduction   Sale,  A   Novel 197 

Refrigerator,   Advertising   a 321 

Refrigerators,   Ice   Free   With 109 

Refunding  Sale,   New  Kind  of 11 

Remodeling   Sale   Contest 270 

Returns,  To  Test   229 

Riddle    Contest    267 

Rifles  for  Boys,   Free 137 

Rings,  Free  to  Babies 139 

River    Excursions    143 

Rummage  Window   193 

Rural  Delivery  Service 150 

8 

Sale,   Advertising  a   Red  Tag 225 

Advertising    a    Shoe 147 

A    Guaranteed    Charity 31 

A  Hammering  Down   27 

A    New    Name    for 39 

A    Novel    Reduction 197 

Balloon    28 

Black  Tag  80 


Sale,  Carnival   J 

Charity     J 

Clerks'     32 

Clothier's     24 

Combination     23 

Comparison   •• ^^i 

Competitive ..^...     29 

Daily   Special 38 

Department    Manager  s    15 

Employes'  Benefit    16 

Five  Minute 25 

Grab    I* 

Hatchet    ^° 

Japanese     I 

Make    Hay    .• 36 

New  Kind  of  Refunding 11 

Nine    Cent     34 

Old    Shoe    1? 

One    Price    ^ 

Saturday    Evening    ^^ 

See-Saw    .• ,* 

Special    for    Druggists l» 

Summer   Shoe    3^ 

Tag    ^ 

Thirteen   Cent    12 

Underwear     *" 

Week    of    Nations -^o 

Wanamaker's    Special    » 

Sales,   Anniversary J 

Made    Through    Children 124 

Slips,    Save    Your ••   ^»^ 

Salesman   Contest,   Junior.... i^^ 

Santa  Claus  in  an  Automobile oi 

in    a    Store o^ 

Saturday   Evening  Sale. ^^ 

Savings    Bank    Account,    Free »^ 

School    Books   With    Boys'    Suits 112 

Buttons    for    Children i^^ 

Children,   A   Contest   for 126 

For   the    Most    Popular 304 

Schools,    Getting    Trade    Through...   208 

Scissors    Given    Away -^^w 

ggg.ggw    Sale     

Selling    Sht)es   by    Catalogue J2 

Theatrical  "Make-up'^   203 

Through   Agents    f£" 

"Sets    of    Shoes" \'^ 

Sensational   Scheme    ^.Ji 

Shoes,   Collars   Given    to    Purchasers 

of    1~" 

For     Babies,     Free 1^0 

Hosiery    Free   With.... 11^ 

Library  to  Help  Sale  of 24i 

Selling    by    Catalogue 42 

Sets   of    1 '  ^ 

To   Help  the   Sale  of. 2J2 

Shoe   Sale,   Old .-     1» 

Sale,    Summer    -ff 

Booklet 214 

Dealer's    Unique    Contest 330 

Sale,   Advertising  a ]*l 

Sale,  Idea  for  a 19? 

Store    Advertising j^t. 

Shooting  Gallery,  A   Free..........   248 

Shoppers,    To    Encourage    Morning..   !'« 

Show,    A   Doll... 133 

Show  Window   Contest   265 

Window,  Magician  in  a ^4» 

Christmas  Window »8 

Simple    Voting   Contest.. 300 

Skates,    Helping   Sale   of 236 

Slips,    Package •  }*» 

Small  Premiums  vs.   Large lOO 

Town,  Mail  Orders  in  a 41 


Soda  Water   Fountain,   For  a 251 

Solicitation,    Personal V       «* 

Souvenirs  and  Premiums,  Unusual..     «4 

Cash   -JJ 

Cow   Bells  as 244 

for    Everybody 91 

Special     Advertising     for     Hardware 

Store    213 

Bargain   Days   6^ 

Bargain   Lists   ^«' 

Sale,    Advertising   a I" 

Sales    for    Druggists 1» 

Spring    Openings,     Merchants     Unite 

to    Hold     72 

Stock,   Clearing   Out    Old 10 

Store,     Arrangement     Contest 2t^* 

Paper,     A     Clothier's '« 

A    Co-operative    80 

A    Druggist's    81 

A    General     '{ 

A   Grocer's    82 

An   Hlnglish   Hardware '9 

Straw    Hats,    Closing    Out 207 

Street   Car   Tickets.    Free 165 

Successful    Drawing    Contest .*-» 

Gift    Scheme     IJJ 

Suggestion    Contest     278 

Suggestions,   A   Booklet   of  Christmas     63 
Suits.    School    Books    With    Boys  ...    112 

Summer  Shoe  Sale    33 

Surprise    Package    Sale 32o 

T 

Tag   Sale    ,  « 

Tailor.   Plan    Used  by   a 187 

Tea   and    Coffee    Trade.    Pushing  lol 

Kettles    as     Premiums 99 

Telephone    Business,   Getting 174 

Orders   by    1** 

Free    to    Customers '-!» 

Ten  Cent   Hardware   Displays 181 

Testimonials     from     Customers 224 

Testing   Newspaper    Advertising 167 

Theater    Tickets    as    Premiums 108 

Tickets,    Free    Street   Car 165 

as    Premiums,    Theater 1*^8 

Free  Matinee    1^^ 

Thirteen    Cent    Sale    12 

Throwing    Goods    Away 334 

To    Encourage    Morning   Shoppers...    179 

Toys,     Free     ^4 

Trade,  Getting  Out  of  Town ?01 

Trading    Checks,    Aluminum l^s 

Training   People  to   Read   Ads 1»3 

Traveling    Bulletin    Board 227 

V 

Underwear,    Helping    Sales    On 316 

Sale     20 

Unite  to  Hold   Spring  Openings 78 

Unpublished     Bargains     226 

Unusual  Guessing  Contest    314 

Souvenirs    and    Premiums 84 

Using    Personal    Letters    206 

V 

Voting  Contest,  A  Co-operative W 

A    Unique     127 

for    Charity    897 

Popularity    •  •  • .   897 

Voting    for    the    Most    Popular    Min- 
ister      80* 


1 


Itii 


« 


t- ; 


1 


W 


I 


282 

w 

Wanamaker    Idea    .  .  .  •  •  •  •  • 

Wanamaker's  Special   bales 
Wanted.   1,000   Cats   ..... . 

"Week  of  Nations'"  Sale. 
Window,    A     Bargain 

Attraction     

Performance     

A   Rummage    


INDEX 

Window    Show  and  Guessing  Contest  323 

169  Show.   A  Christmas    oo 

9  Space,   Exchanging    i»* 

333       Word    Building   Contest ^»" 

26        vVorkingmen.   Pipes   Free  to.. 119 

Vqo  Sales.    Contest    to    Advertise....  311 

{99        Writing    Contest    ^^ 

193  for   Children    "Q 


t 


HOW  TO  GET  TRADE? 


I  This  IS  the  question  that  constantly  confronts 

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1020  Manhattan  Building,  Chicago,  111. 


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and  Show  Window 

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